Electronic Word of Mouth (eWOM) in the Marketing Context

, , ,

À propos

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.

  • EAN

    9783319524597

  • Disponibilité

    Disponible

  • Action copier/coller

    Dans le cadre de la copie privée

  • Nb pages copiables

    1

  • Action imprimer

    Dans le cadre de la copie privée

  • Nb pages imprimables

    1

  • Partage

    Dans le cadre de la copie privée

  • Nb Partage

    6 appareils

  • Poids

    686 Ko

  • Distributeur

    Numilog

  • Diffuseur

    Numilog

  • Entrepôt

    Numilog

  • Support principal

    ebook (ePub)

empty