The impact of social media and customer reviews on product choice and customer retention in the Netherlands.

摘要: Social media platforms, together with customer reviews have become an important mean to search for information or share other customers about a product company. This study extends previous research by researching the impact of and social platforms in Netherlands, from side customers. In particular, this considers on choice retention how decisive negative positive is. uses grounded theory approach, semi-structured interviews. By showing that are influenced available these making choice, but not retaining them as customer. Furthermore, people more then media. People also when they want buy products expensive. Finally, findings presented confirm uncertainty, transaction cost agency theory, because reduce uncertainty searching sharing information. suggests word-of-mouth, preventing word-of-mouth is extremely companies, attract