Analyzing Word of Mouth in the Web 2.0 for Product Related Marketing Research

Useful Implementation or Unnecessary Practice?

Business & Finance, Marketing & Sales
Cover of the book Analyzing Word of Mouth in the Web 2.0 for Product Related Marketing Research by Nina Obbelode, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Nina Obbelode ISBN: 9783640469710
Publisher: GRIN Publishing Publication: November 11, 2009
Imprint: GRIN Publishing Language: English
Author: Nina Obbelode
ISBN: 9783640469710
Publisher: GRIN Publishing
Publication: November 11, 2009
Imprint: GRIN Publishing
Language: English

Master's Thesis from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Nürtingen University, course: Master´s Thesis, language: English, abstract: 'When I took office, only high energy physicists had ever heard of what is called the Worldwide Web... Now even my cat has its own page' (Bill Clinton, 1996) Only 20 years ago, mostly big companies had access to the Internet in order to ex-change information for the worldwide production and transfer of financial services. The big change has come with new data based applications and an enlargement of broadband connections in the beginning of the 21th century: It is now possible to provide bigger amounts of data in the Worldwide Web. Nowadays, the Internet is a platform where private users can enter personal contents and information. Blogs and forums have become popular in everyday-life. In Germany, 38% of the 1006 respondents older than 16 years are registered in on-line communities. In the strongest group from 16 to 30 years, even three out of four Internet users are members in those social networks, according to the representative study 'Internet 2009- Wer macht was im Worldwide Web' by PriceWaterhouseCoo-pers in Frankfurt (cp. Westfalenblatt, 27 / 28, June 2009, p. 6). Web 2.0 applications have made a change in communication: From the passive one-way communication of the Web 1.0, where users could online read information by experts, to bi-directional communication, where people actively work on the contents of the pages. The Internet has become a social Web: Users with the same interests find each other and discuss everything they think about, for examples about products. Instead of asking friends about their product experiences, they use online communication platforms for the search and the exchange of information. In doing so, a large variety of opinions for every kind of product can be found in the blogs and forums. Analyzing the electronic word of mouth communication is the direct way to customer opinions: 'Imagine, you can overhear like a fly on the wall millions of people talking about your company, your marketing concepts, your advertisement and your products- customers, employees, competitors, partners and the media. Imagine further, you could use these news for adapting perfectly on the customers´ wishes- what you want, how you want it. (..). This and more provide blogs' (Wright, 2006, p. 20). It is important for every company to find out about the customer´s attitude towards their products. Up to now, companies have conducted classical marketing research surveys, with paper or telephone interviews and focus groups. Classical marketing resea...

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Master's Thesis from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, Nürtingen University, course: Master´s Thesis, language: English, abstract: 'When I took office, only high energy physicists had ever heard of what is called the Worldwide Web... Now even my cat has its own page' (Bill Clinton, 1996) Only 20 years ago, mostly big companies had access to the Internet in order to ex-change information for the worldwide production and transfer of financial services. The big change has come with new data based applications and an enlargement of broadband connections in the beginning of the 21th century: It is now possible to provide bigger amounts of data in the Worldwide Web. Nowadays, the Internet is a platform where private users can enter personal contents and information. Blogs and forums have become popular in everyday-life. In Germany, 38% of the 1006 respondents older than 16 years are registered in on-line communities. In the strongest group from 16 to 30 years, even three out of four Internet users are members in those social networks, according to the representative study 'Internet 2009- Wer macht was im Worldwide Web' by PriceWaterhouseCoo-pers in Frankfurt (cp. Westfalenblatt, 27 / 28, June 2009, p. 6). Web 2.0 applications have made a change in communication: From the passive one-way communication of the Web 1.0, where users could online read information by experts, to bi-directional communication, where people actively work on the contents of the pages. The Internet has become a social Web: Users with the same interests find each other and discuss everything they think about, for examples about products. Instead of asking friends about their product experiences, they use online communication platforms for the search and the exchange of information. In doing so, a large variety of opinions for every kind of product can be found in the blogs and forums. Analyzing the electronic word of mouth communication is the direct way to customer opinions: 'Imagine, you can overhear like a fly on the wall millions of people talking about your company, your marketing concepts, your advertisement and your products- customers, employees, competitors, partners and the media. Imagine further, you could use these news for adapting perfectly on the customers´ wishes- what you want, how you want it. (..). This and more provide blogs' (Wright, 2006, p. 20). It is important for every company to find out about the customer´s attitude towards their products. Up to now, companies have conducted classical marketing research surveys, with paper or telephone interviews and focus groups. Classical marketing resea...

More books from GRIN Publishing

Cover of the book Critical analysis of the development of institutions which are related and/or are crucial for the implementation of biodiversity treaties by Nina Obbelode
Cover of the book Logic and Propositions by Nina Obbelode
Cover of the book Dress Codes and Gender Roles in 'Little Red Riding Hood' by Nina Obbelode
Cover of the book Social Entrepreneurship by Nina Obbelode
Cover of the book Development Aid by Nina Obbelode
Cover of the book Myths and Symbols in J.K. Rowling´s Harry Potter and the Philosopher´s Stone by Nina Obbelode
Cover of the book Opyt leksikograficeskogo i funkcional'no-pragmaticeskogo opisanija sovremennych sociolektov by Nina Obbelode
Cover of the book Presenting the creation of an icon - Shekhar Kapur's 'Elizabeth' by Nina Obbelode
Cover of the book You ain't no never say that! - Ebonics as a linguistic variety and attitudes towards it. by Nina Obbelode
Cover of the book Christian discipleship vs. Hitler's dictatorship. Commemorating Dietrich Bonhoeffer, man of God under the Third Reich by Nina Obbelode
Cover of the book Research Methodology. The Origin and Scope of Thick Ethnography by Nina Obbelode
Cover of the book Analysis of Woody Allen's short story 'Sam you made the pants too fragrant' by Nina Obbelode
Cover of the book Opportunities and Risks in India and China by Nina Obbelode
Cover of the book The Reform of the German Health Sector: Integrated Service Delivery Systems - Cost Containment and Quality Enhancement - Attaining Diverging Ends by Similar Means by Nina Obbelode
Cover of the book Assessment of the internal environment of Matsushita Electric Industrial Co., Ltd. by Nina Obbelode
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy