This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The...

Effektivität von Online-Kommunikationsmaßnahmen -- Verhaltenswissenschaftliche Betrachtung der Kommunikation -- Kommunikationswirkung und -erfolg -- Kaufentscheidungsprozesse im Internet -- Konzeptionelle Grundlagen von Customer-Online-Journeys -- Logit-Choice-Modelle.

Empirical studies have documented a decline in indicators of social participation in the last decades. The responsibility of social disengagement has been often attributed to pervasive busyness and the rising pressure of time. In this paper we argue that computer-mediated interaction, and...

The objective of this paper is to theoretically analyze how human interaction may evolve in a world characterized by the explosion of online networking and other Web-mediated ways of building and nurturing relationships. The analysis shows that online networking yields a storage mechanism...

Empirical studies have documented a decline in indicators of social participation in the last decades. The responsibility of social disengagement has been often attributed to pervasive busyness and the rising pressure of time. In this paper we argue that computer-mediated interaction, and...

Empirical studies have documented a decline in indicators of social participation in the last decades. The responsibility of social disengagement has been often attributed to pervasive busyness and the rising pressure of time. In this paper we argue that computer-mediated interaction, and...

Among online learning factors mentioned in the education literature, it is argued that online participation is the strongest factor which contributes to online learning effectiveness. Drawing from the theory of online learning as online participation, an online learning experiment was conducted...