Zusammenfassung
In diesem Beitrag liegt der Fokus auf der Word-of-Mouth-Kommunikation mit dem Ziel, Handlungsempfehlungen für Unternehmen zur Steuerung von Word-of-Mouth-Prozessen abzuleiten. Word-of-Mouth-Kommunikation ist eine Form der mündlichen Kommunikation über Marken, Produkte oder Dienstleistungen zwischen Empfängern und Sendern, die unabhängig von Unternehmen und frei von kommerziellen Interessen stattfindet. Aufgrund ihrer hohen Glaubwürdigkeit spielt sie eine wichtige Rolle bei der Beeinflussung von Kaufabsichten. Sie kann als eine Erweiterungsform der Dialogkommunikation interpretiert werden. Technische Innovationen, wie etwa Soziale Netzwerke, haben ihre Bedeutung in den letzten Jahren zudem noch erhöht.
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Radić, D., Posselt, T. (2014). Einsatz von Word-of-Mouth im Rahmen der Dialogkommunikation. In: Bruhn, M., Esch, FR., Langner, T. (eds) Handbuch Instrumente der Kommunikation. Springer NachschlageWissen. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-05261-4_21-1
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