Téléchargez le livre : Electronic Word of Mouth (eWOM) in the Marketing Context

Electronic Word of Mouth (eWOM) in the Marketing Context

A State of the Art Analysis and Future Directions de

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Éditeur :

Springer


Collection :

SpringerBriefs in Business

Paru le : 2017-02-15

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Description

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.
Pages
138 pages
Collection
SpringerBriefs in Business
Parution
2017-02-15
Marque
Springer
EAN papier
9783319524580
EAN PDF
9783319524597
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
13
Taille du fichier
2222 Ko
Prix
58,01 €
EAN EPUB
9783319524597
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
13
Taille du fichier
686 Ko
Prix
58,01 €

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