DFG Research Group: How social media is changing marketing
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1 November 2015, by Timo Mandler
Franziska Völckner and Detlef Schoder, both members of our research group, published a new study at the Journal of Electronic Commerce together with other colleagues.
- Gensler, Sonja, Franziska Völckner, Marc Egger, Kai Fischbach, and Detlef Schoder (2015), Listen to your customers: Insights into brand image using online consumer-generated product reviews, International Journal of Electronic Commerce, forthcoming.
The article analyzes the increasing relevance of customer-generated online product evaluations. The immense data volume comprises customer thoughts and opinions as well as their feelings towards brands. Firms should make usage of this chance, listen to their customers, and build a better understanding, what is discussed about their brands.