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dc.contributor.authorIsmagilova, Elvira
dc.contributor.authorDwivedi, Y.K.
dc.contributor.authorSlade, E.
dc.contributor.authorWilliams, M.
dc.date.accessioned2019-11-28T14:29:22Z
dc.date.accessioned2019-12-04T15:44:01Z
dc.date.available2019-11-28T14:29:22Z
dc.date.available2019-12-04T15:44:01Z
dc.date.issued2017
dc.identifier.citationIsmagilova 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.en_US
dc.identifier.urihttp://hdl.handle.net/10454/17527
dc.descriptionNoen_US
dc.description.abstractThis 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.en_US
dc.language.isoenen_US
dc.publisherSpringer International Publishing
dc.relation.isreferencedbyhttps://doi.org/10.1007/978-3-319-52459-7en_US
dc.subjectElectronic word of mouthen_US
dc.subjecteWOMen_US
dc.subjectCommunicationen_US
dc.subjectMarketingen_US
dc.subjectSocial mediaen_US
dc.subjectConsumer behaviouren_US
dc.titleElectronic Word of Mouth (eWOM) in the marketing context: A state of the art analysis and future directionsen_US
dc.status.refereedYesen_US
dc.typeBooken_US
dc.type.versionNo full-text in the repositoryen_US
dc.date.updated2019-11-28T14:29:23Z
refterms.dateFOA2019-12-04T15:44:44Z


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