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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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Main Authors: Ismagilova, Elvira. (Author, http://id.loc.gov/vocabulary/relators/aut), Dwivedi, Yogesh K. (http://id.loc.gov/vocabulary/relators/aut), Slade, Emma. (http://id.loc.gov/vocabulary/relators/aut), Williams, Michael D. (http://id.loc.gov/vocabulary/relators/aut)
Corporate Author: SpringerLink (Online service)
Language:English
Published: Cham : Springer International Publishing : Imprint: Springer, 2017.
Edition:1st ed. 2017.
Series:SpringerBriefs in Business,
Subjects:
Management information systems.
Internet marketing.
Application software.
Business Information Systems.
Online Marketing/Social Media.
Information Systems Applications (incl. Internet).
Online Access:https://doi.org/10.1007/978-3-319-52459-7

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https://doi.org/10.1007/978-3-319-52459-7

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