Electronic Word of Mouth (eWOM) in the Marketing Context A State of the Art Analysis and Future Directions /

• Main Authors: Ismagilova, Elvira (Author), Dwivedi, Yogesh K. (Author), Slade, Emma (Author), Williams, Michael D. (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Springer, 2017.
• Series: SpringerBriefs in Business,
• Subjects: Business.; Internet marketing.; Management information systems.; Business and Management.; Business Information Systems.; Online Marketing/Social Media.; Information Systems Applications (incl. Internet).

This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book...