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Electronic word of mouth (eWOM) in t...

Ismagilova, Elvira.

Electronic word of mouth (eWOM) in the marketing contexta state of the art analysis and future directions /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Electronic word of mouth (eWOM) in the marketing contextby Elvira Ismagilova ... [et al.].
其他題名:	a state of the art analysis and future directions /
其他作者:	Ismagilova, Elvira.
出版者:	Cham :Springer International Publishing :2017.
面頁冊數:	xvi, 138 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Word-of-mouth advertising.
電子資源:	http://dx.doi.org/10.1007/978-3-319-52459-7
ISBN:	9783319524597$q(electronic bk.)

Electronic word of mouth (eWOM) in the marketing contexta state of the art analysis and future directions /
Electronic word of mouth (eWOM) in the marketing contexta state of the art analysis and future directions /[electronic resource] :by Elvira Ismagilova ... [et al.]. - Cham :Springer International Publishing :2017. - xvi, 138 p. :ill., digital ;24 cm. - SpringerBriefs in business,2191-5482. - SpringerBriefs in business..

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.

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 examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.

ISBN: 9783319524597$q(electronic bk.)

Standard No.: 10.1007/978-3-319-52459-7doiSubjects--Topical Terms:

266578
Word-of-mouth advertising.

LC Class. No.: HF5415.1265 / .I86 2017

Dewey Class. No.: 659.144

Electronic word of mouth (eWOM) in the marketing contexta state of the art analysis and future directions /
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