By Elvira Ismagilova,Yogesh K. Dwivedi,Emma Slade,Michael D. Williams
This SpringerBrief bargains a cutting-edge research of digital word-of-mouth (eWOM) communications and its position in advertising. The e-book starts with an summary of conventional word-of-mouth (WOM) and its evolution to eWOM. It discusses the diversities among conventional and on-line WOM. The ebook examines why humans interact in eWOM communications, but additionally how shoppers overview its persuasiveness. It additionally appears on the results of eWOM. The e-book identifies present gaps within the eWOM examine, but additionally highlights destiny instructions for this becoming field.
eWOM is a crucial advertising approach in model communications, and it performs a massive position in smooth e-commerce. retailers develop into tremendous drawn to bettering the facility of eWOM constructing loyalty courses and development manufacturers. learning the impact of eWOM might be worthy for firms. This booklet might be a great source for students and practitioners that have to comprehend the pervasive results of eWOM.
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Extra resources for Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions (SpringerBriefs in Business)
Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions (SpringerBriefs in Business) by Elvira Ismagilova,Yogesh K. Dwivedi,Emma Slade,Michael D. Williams