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

• Κύριοι συγγραφείς: Ismagilova, Elvira (Συγγραφέας), Dwivedi, Yogesh K. (Συγγραφέας), Slade, Emma (Συγγραφέας), Williams, Michael D. (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Cham : Springer International Publishing : Imprint: Springer, 2017.
• Σειρά: SpringerBriefs in Business,
• Θέματα: 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...

Πίνακας περιεχομένων:

• Chapter 1 Introduction
• Chapter 2 Traditional Word-of-Mouth (WOM)
• Chapter 3 Electronic Word-of-Mouth (eWOM)
• Chapter 4 Engaging in eWOM
• Chapter 5 Persuasiveness of eWOM Communications
• Chapter 6 Impact of eWOM
• Chapter 7 Managing eWOM. Chapter 8 Conclusion.     .