Electronic word of mouth (eWOM) in the marketing context : a state of the art analysis and future directions

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...

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Bibliographic Details
Main Authors: Ismagilova, Elvira, (Author), Dwivedi, Yogesh Kumar, (Author), Slade, Emma L., (Author), Williams, Michael D., (Author)
Format: eBook
Language: English
Published: Cham : Springer International Publishing, 2017.
Series: SpringerBriefs in business.
Subjects:
Business.
Internet marketing.
Management information systems.
elektronické knihy
electronic books
ISBN: 9783319524597
9783319524580
Physical Description: 1 online resource (148 pages)

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Table of contents

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020 |a 9783319524597  |q (electronic bk.) 
020 |z 9783319524580 
024 7 |a 10.1007/978-3-319-52459-7  |2 doi 
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100 1 |a Ismagilova, Elvira,  |e author. 
245 1 0 |a Electronic word of mouth (eWOM) in the marketing context :  |b a state of the art analysis and future directions /  |c Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams. 
264 1 |a Cham :  |b Springer International Publishing,  |c 2017. 
300 |a 1 online resource (148 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a počítač  |b c  |2 rdamedia 
338 |a online zdroj  |b cr  |2 rdacarrier 
490 1 |a SpringerBriefs in Business 
506 |a Plný text je dostupný pouze z IP adres počítačů Univerzity Tomáše Bati ve Zlíně nebo vzdáleným přístupem pro zaměstnance a studenty 
520 |a 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. 
504 |a Includes bibliographical references and index. 
505 0 |a 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. 
590 |a SpringerLink  |b Springer Complete eBooks 
650 0 |a Business. 
650 0 |a Internet marketing. 
650 0 |a Management information systems. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Dwivedi, Yogesh Kumar,  |e author. 
700 1 |a Slade, Emma L.,  |e author. 
700 1 |a Williams, Michael D.,  |e author. 
776 0 8 |i Print version:  |a Ismagilova, Elvira.  |t Electronic Word of Mouth (eWOM) in the Marketing Context : A State of the Art Analysis and Future Directions.  |d Cham : Springer International Publishing, ©2017  |z 9783319524580 
830 0 |a SpringerBriefs in business. 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://link.springer.com/10.1007/978-3-319-52459-7  |y Plný text 
992 |c NTK-SpringerBM 
999 |c 97997  |d 97997 
993 |x NEPOSILAT  |y EIZ 

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