Consumers’ knowledge acquisition through eWOM: from social networks to retailing
نویسندگان
چکیده
Due to the large diffusion of social networks, these media offer a huge platform where users share judgements, comments and opinions that organization could exploit for achieving information on consumers’ preferences and market trends, with benefits for the development of more effective marketing strategies. In particular, this paper focuses on the use of Facebook among youth, with emphasis on consumers’ knowledge of social network as influencing factor on their interest towards others’ posts and on the use of the medium for directly interacting with the firms. Hence, this work aims at deeply understanding how this medium can be used for acquiring knowledge on clients emerging from both the consumer-toconsumer and consumer-to-business interactions, and transferring this knowledge in products/services. Keywords—knowledge acquisition, knowledge management, eWOM (e-word of mouth communication), social networks, retailing
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