Brand Rating in the Age of Information Sharing

Akira Shimizu

doi:10.1007/978-981-16-1127-8_9

Brand Rating in the Age of Information Sharing

Akira Shimizu

Faculty of Business and Commerce

Research output: Chapter in Book/Report/Conference proceeding › Chapter

Abstract

Based on discussions thus far, it has become evident that the development of the Internet has had a great impact on consumer behavior and marketing strategies related to it. In particular, it has become clear that information plays an important role in generating innovative ideas for segmentation—which is a basis of marketing strategy—just like traditional demographic and lifestyle factors. You have to examine the process that includes post-purchase information sharing when considering consumers’ decision-making process.

Original language	English
Title of host publication	Advances in Japanese Business and Economics
Publisher	Springer Japan
Pages	167-187
Number of pages	21
DOIs	https://doi.org/10.1007/978-981-16-1127-8_9
Publication status	Published - 2021

Publication series

Name	Advances in Japanese Business and Economics
Volume	27
ISSN (Print)	2197-8859
ISSN (Electronic)	2197-8867

ASJC Scopus subject areas

Business and International Management
Finance
Economics and Econometrics
Strategy and Management

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1007/978-981-16-1127-8_9

Cite this

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title = "Brand Rating in the Age of Information Sharing",

abstract = "Based on discussions thus far, it has become evident that the development of the Internet has had a great impact on consumer behavior and marketing strategies related to it. In particular, it has become clear that information plays an important role in generating innovative ideas for segmentation—which is a basis of marketing strategy—just like traditional demographic and lifestyle factors. You have to examine the process that includes post-purchase information sharing when considering consumers{\textquoteright} decision-making process.",

author = "Akira Shimizu",

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Brand Rating in the Age of Information Sharing

Abstract

Publication series

ASJC Scopus subject areas

UN SDGs

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