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Interactions within Online Review Sites

  • Kartonierter Einband
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Dr. oec. publ. Andreas Munzel, MBR, studied Business Administration, with majors in Marketing, Strategy, and Human Resource Manag... Weiterlesen
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Dr. oec. publ. Andreas Munzel, MBR, studied Business Administration, with majors in Marketing, Strategy, and Human Resource Management, at Eberhard Karls Universität Tübingen (Dipl.-Kfm.) and EM Strasbourg Business School, Université de Strasbourg, France (master's degree).From 2007 to 2011 he served as a Research & Teaching Assistant and was a doctoral student at the Institute of Marketing, chaired by Prof. Dr. Anton Meyer, at Ludiwg-Maximilians-Universität (LMU) in Munich, Germany. In 2011, he successfully received the Master of Business Research (MBR) from LMU.Munzel taught various courses at IHK Akademie München und Oberbayern, Euro-Business-College (today known as the International School of Management) and within the European Master in Management program at Munich School of Management, EMLyon Business School, and Aston Business School. Furthermore, from 2007 to 2010, Munzel served as managing director at FGM-Verlag publishing. He was a board member of FGM Fördergesellschaft Marketing e.V. from 2009 to 2010. Since 2011, Munzel has been an Associate Professor of Marketing at EM Strasbourg Business School, University of Strasbourg, France. As a member of the Humans and Management in Society (HuManiS) research group in Strasbourg, his major research interests are in customer relationship management, service recovery and complaint management in public online environments and social media, as well as deceptive behaviors online. Furthermore, he is head of the Master in International and European Business (MIEB), the Negotiation and Sales Management track, and programs for international students at EM Strasbourg.


Customers often rely on the opinions and experiences of peers when forming expectations and evaluating a service provider. New media channels, like consumer review platforms and social networking sites, help customers evaluate a service by obtaining first-hand information from other customers. While prior research confirms the effects of positive and negative electronic word-of-mouth (eWOM) on recipients, less is known about who actually communicates, how specific message characteristics influence other consumers, and how companies should respond to negative statements publicly available online. In his thesis, Andreas Munzel deals with the determinants and consequences of eWOM via consumer online reviews.


Titel: Interactions within Online Review Sites
Untertitel: Motives, Effects, and Management
EAN: 9783940260291
ISBN: 978-3-940260-29-1
Format: Kartonierter Einband
Herausgeber: FGM Fördergeschaft Marketing E.V.
Genre: Werbung & Marketing
Gewicht: 440g
Größe: H211mm x B149mm x T22mm
Jahr: 2013