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 Electronic eBook
LanguageEnglish
Published Cham : Springer International Publishing, 2017.
SeriesSpringerBriefs in business.
Subjects
Business.
Internet marketing.
Management information systems.
elektronické knihy
electronic books
Online AccessFull text
ISBN9783319524597
9783319524580
Physical Description1 online resource (148 pages)

Cover

Table of Contents:
  • 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.

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