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e-voicing an opinion on a brand


  • Claire Roederer

    () (Humanis - Hommes et management en société / Humans and management in society - UNISTRA - Université de Strasbourg - EM Strasbourg - Ecole de Management de Strasbourg)

  • Marc Filser

    () (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)


The development of social networks has tremendously expanding the potential for consumers to express opinions and ratings regarding brands. This research explores this phenomenon from the consumer point of view and suggests potential research themes for further investigation.

Suggested Citation

  • Claire Roederer & Marc Filser, 2011. "e-voicing an opinion on a brand," Post-Print hal-00600695, HAL.
  • Handle: RePEc:hal:journl:hal-00600695
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    References listed on IDEAS

    1. Chrysanthos Dellarocas, 2003. "The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms," Management Science, INFORMS, vol. 49(10), pages 1407-1424, October.
    2. Punj, Girish N & Stewart, David W, 1983. " An Interaction Framework of Consumer Decision Making," Journal of Consumer Research, Oxford University Press, vol. 10(2), pages 181-196, September.
    3. Dellarocas, Chrysanthos, 2003. "The Digitization of Word-of-mouth: Promise and Challenges of Online Feedback Mechanisms," Working papers 4296-03, Massachusetts Institute of Technology (MIT), Sloan School of Management.
    4. Marc Filser, 2008. "L'expérience de consommation : concepts, modèles et enjeux managériaux," Post-Print hal-00396445, HAL.
    5. Gupta, Pranjal & Harris, Judy, 2010. "How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1041-1049, September.
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    brands; Internet; social networks;

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