Web 2.0 enables internet users to communicate and interact with each other online using digital media and technologies. The aim of our research in this area is to gain new insights into consumer behavior by analyzing the effects of social interaction and its importance on the internet. We focus on investigating the behavior in social networks, the effect of user-generated content as well as a combined analysis of network and behavioral data. Two exemplary projects are presented below.
In order to support customers in their purchasing decision, online retailers offer recommendations generated on the basis of a vendor-based recommender system. Otherwise, reviews are provided by customers. By conducting an experiment, we analyze the extent to which different recommendations generated by recommender systems and customer reviews make customers follow the recommendations. Our results show that customer reviews do not necessarily have a positive effect on the seller as they can contradict one another. Positive customer reviews support the effect of seller-oriented recommendation systems.
As for another example, conspicuous consumption expresses a consumption that signals status, i.e. the purchase of very expensive products that should demonstrate one’s own financial possibilities to others. A current project in this research area deals with the influence of conspicuous consumption on social capital in a virtual world. Our analyses show that the purchase of expensive status products leads to an increase in the number of contacts in the social network. The investment in status goods thus represents an investment in social capital.
- Social Networks
- Social Commerce
- Social Capital
- User generated Content
- Augmented Reality
- Gesellschaft für Konsumforschung (Gfk)
- HYVE AG
Publications in the area of 'Social Media'