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Traditionelles WOM vs. eWOM in der Filmindustrie

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  • Aichner, Thomas
  • Maurer, Oswin
  • Frötscher, Denise

Abstract

Allzu leicht gehen Unternehmen davon aus, dass Kommentare und Bewertungen aus dem Internet einen entscheidenden Einfluss auf das Verhalten von Konsumenten haben. In diesem Artikel wird auf die Besonderheiten der Word-of-Mouth-Kommunikation im sozialen Umfeld bzw. im Internet beim Konsum von Filmen eingegangen und im Rahmen einer empirischen Studie gezeigt, dass sich junge Konsumenten vorwiegend auf Empfehlungen von Familienmitgliedern, Freunden und Bekannten verlassen.

Suggested Citation

  • Aichner, Thomas & Maurer, Oswin & Frötscher, Denise, 2020. "Traditionelles WOM vs. eWOM in der Filmindustrie," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 37(2), pages 62-69.
    • Handle: RePEc:zbw:hsgmrs:276082
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