Author's profile

Thorsten Hennig-Thurau
Cass Business School, University of Muenster

Background

Professor of Marketing, Faculty of Management.Dr. Thorsten Hennig-Thurau is Research Professor of Marketing at Cass Business School, City University, London and Professor of Marketing at the Marketing Center Muenster at the University of Muenster in Germany.

Author articles

  • Is there a 'Twitter effect' on product adoption?
    Marketing and Customer Strategy
    Communications and High Tech

    Microblogging word of mouth (MWOM) through Twitter and similar services constitutes a new type of word-of-mouth communication that combines the real-time and personal influence of traditional (offline) word of mouth with electronic word of mouth's ability to reach large audiences.

    This study develops a conceptual model of the impact of MWOM on early product adoption, including possible moderating forces, and tests it in the context of the motion picture industry.

    06/02/2013 | 3,835