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    Electronic Word of Mouth (eWOM) in the marketing context: A state of the art analysis and future directions

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    Publication date
    2017
    Author
    Ismagilova, Elvira
    Dwivedi, Y.K.
    Slade, E.
    Williams, M.
    Keyword
    Electronic word of mouth
    eWOM
    Communication
    Marketing
    Social media
    Consumer behaviour
    Peer-Reviewed
    Yes
    
    Metadata
    Show full item record
    Abstract
    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.
    URI
    http://hdl.handle.net/10454/17527
    Version
    No full-text in the repository
    Citation
    Ismagilova E, Dwivedi YK, Slade E et al (2017) Electronic word of mouth (eWOM) in the marketing context: A state of the art analysis and future directions. New York City: Springer International Publishing.
    Link to publisher’s version
    https://doi.org/10.1007/978-3-319-52459-7
    Type
    Book
    Collections
    Management and Law Publications

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