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Negative and positive effects of rejections in online product testing programs

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Negative and positive effects of rejections in online product testing programs / by Kira Louisa Küpper.
作者:	Küpper, Kira Louisa.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2025.,
面頁冊數:	xvii, 130 p. :ill., digital ;24 cm.
內容註:	Introduction -- Conceptual Foundations -- Development of the Research Model -- Empirical Study -- Conclusion -- References.
Contained By:	Springer Nature eBook
標題:	Marketing research. -
電子資源:	https://doi.org/10.1007/978-3-658-49277-9
ISBN:	9783658492779

Negative and positive effects of rejections in online product testing programs
Küpper, Kira Louisa.

Negative and positive effects of rejections in online product testing programs [electronic resource] /by Kira Louisa Küpper. - Wiesbaden :Springer Fachmedien Wiesbaden :2025. - xvii, 130 p. :ill., digital ;24 cm.

Introduction -- Conceptual Foundations -- Development of the Research Model -- Empirical Study -- Conclusion -- References.

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. The Author 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. The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content. This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.

ISBN: 9783658492779

Standard No.: 10.1007/978-3-658-49277-9doiSubjects--Topical Terms:

532352
Marketing research.

LC Class. No.: HF5415.2

Dewey Class. No.: 658.83

Negative and positive effects of rejections in online product testing programs
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