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

• Main Authors: Ismagilova, Elvira (Author), Dwivedi, Yogesh Kumar (Author), Slade, Emma L. (Author), Williams, Michael D. (Author)
• Format: Electronic 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)

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...