Author's profile

Fabian Feldhaus
University of Muenster

Background

Author articles

  • Microblogging word of mouth (MWOM) through Twitter and similar services constitutes a new type of word-of-mouth communication that combines the real-time and personal influence of traditional (offline) word of mouth with electronic word of mouth's ability to reach large audiences.

    This study develops a conceptual model of the impact of MWOM on early product adoption, including possible moderating forces, and tests it in the context of the motion picture industry.

    06/02/2013 | 7,442