Twitter conversations have the credibility of friends’ recommendations and the impact of online reviews

While we tend to discuss word of mouth in terms of traditional (i.e., face to face) vs. electronic, this paper by Thorsten Hennig-Thurau, Caroline Wiertz and Fabian Feldhaus indicates that this separation is two simplistic.   The paper looks at the impact of Twitter conversations on the performance of new movies. It finds that customers … Continue reading Twitter conversations have the credibility of friends’ recommendations and the impact of online reviews