Influence of Different Types of Online Interaction on Brand Attitudes: A Cross-Cultural Analysis
2016
The online purchasing process usually follows the same pattern: Search the web; read recommendations and reviews; decide. Thus, reviews and recommendations are central to the online purchasing process, since they contain information about the functionality of the brand and the experiences other consumers made. Consequently, some researchers postulate a development from manager-ruled to customer-ruled brands and an empowerment of consumers.
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