Téléchargez le livre : Negative and Positive Effects of Rejections in Online Product Testing Programs

Negative and Positive Effects of Rejections in Online Product Testing Programs



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Springer


Paru le : 2025-09-26



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Description

Online product testing programs have evolved into a significant marketing tool, allowing consumers to apply to test products for free or at a discounted rate in exchange for providing reviews or completing surveys. These programs aim to gather valuable feedback to enhance product and brand awareness and image. However, not every applicant can be selected as a tester. Companies often have to send out rejections to applicants. This study examines the effects of rejections in online product testing programs and provides valuable insights for marketing research and practice. Based on social psychological theories and both qualitative and quantitative studies, Kira Louisa Küpper investigates the divergent effects of rejections in these programs. The findings reveal that companies must anticipate both negative and positive consequences when rejecting applicants. A rejection can influence not only the purchase intention but also the  intention to spread word of mouth of the rejected applicants. The results highlight the influencing factors and offer guidance for effective program design.
Pages
130 pages
Collection
n.c
Parution
2025-09-26
Marque
Springer
EAN papier
9783658492762
EAN PDF
9783658492779
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
13
Taille du fichier
1812 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
105,99 €
EAN EPUB
9783658492779
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
13
Taille du fichier
3635 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
105,99 €

Dr. Kira Louisa Küpper earned her doctorate under Prof. Dr. Ina Garnefeld at the Chair of Business Administration, specializing in Service Management, at the Faculty of Business and Economics – Schumpeter School of Business and Economics at the University of Wuppertal. Her research focused on marketing and e-commerce.

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