| 书目名称 | Electronic Word of Mouth (eWOM) in the Marketing Context |
| 副标题 | A State of the Art A |
| 编辑 | Elvira Ismagilova,Yogesh K. Dwivedi,Michael D. Wil |
| 视频video | |
| 概述 | Presents a state-of-the-art analysis of eWOM that covers its effect and engagement.Offers a complete eWOM reference for scholars and researchers in marketing and information systems.Examines current l |
| 丛书名称 | SpringerBriefs in Business |
| 图书封面 |  |
| 描述 | .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.. |
| 出版日期 | Book 2017 |
| 关键词 | Electronic Word-of-Mouth; eWOM; Marketing; Social Media; Word-of-Mouth; Consumer Behavior; Viral Marketing |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-319-52459-7 |
| isbn_softcover | 978-3-319-52458-0 |
| isbn_ebook | 978-3-319-52459-7Series ISSN 2191-5482 Series E-ISSN 2191-5490 |
| issn_series | 2191-5482 |
| copyright | The Author(s) 2017 |
发表于 2025-3-21 18:24:39
