Interactions within Online Review Sites

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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.