Electronic Word of Mouth eWOM in the Marketing Context Book [PDF] Download

Download the fantastic book titled Electronic Word of Mouth eWOM in the Marketing Context written by Elvira Ismagilova, available in its entirety in both PDF and EPUB formats for online reading. This page includes a concise summary, a preview of the book cover, and detailed information about "Electronic Word of Mouth eWOM in the Marketing Context", which was released on 15 February 2017. We suggest perusing the summary before initiating your download. This book is a top selection for enthusiasts of the Computers genre.

Summary of Electronic Word of Mouth eWOM in the Marketing Context by Elvira Ismagilova PDF

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.


Detail About Electronic Word of Mouth eWOM in the Marketing Context PDF

  • Author : Elvira Ismagilova
  • Publisher : Springer
  • Genre : Computers
  • Total Pages : 138 pages
  • ISBN : 3319524593
  • PDF File Size : 11,6 Mb
  • Language : English
  • Rating : 4/5 from 21 reviews

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Electronic Word of Mouth (eWOM) in the Marketing Context

Electronic Word of Mouth (eWOM) in the Marketing Context
  • Publisher : Springer
  • File Size : 32,5 Mb
  • Release Date : 15 February 2017
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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

Electronic Word of Mouth as a Promotional Technique

Electronic Word of Mouth as a Promotional Technique
  • Publisher : Routledge
  • File Size : 20,7 Mb
  • Release Date : 17 April 2020
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Recent years have seen digital advertising grow to the point where it will soon overtake television as the no. 1 advertising medium. In the online environment, consumers interact and share their

#Share

#Share
  • Publisher : Business Expert Press
  • File Size : 55,9 Mb
  • Release Date : 07 December 2022
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The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. Each day, millions of consumers venture online to

Measuring Electronic Word-of-Mouth Effectiveness

Measuring Electronic Word-of-Mouth Effectiveness
  • Publisher : Springer
  • File Size : 22,9 Mb
  • Release Date : 04 October 2016
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Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards

Social Media in the Marketing Context

Social Media in the Marketing Context
  • Publisher : Chandos Publishing
  • File Size : 22,8 Mb
  • Release Date : 30 September 2016
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Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to

The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing (Second Version)

The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing (Second Version)
  • Publisher : Scientific Research Publishing, Inc. USA
  • File Size : 25,5 Mb
  • Release Date : 01 December 2022
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该研究揭示了几个发现:首先,多媒体表达在中国和日本都是网络口碑的重要因素,尤其是在日本消费者中。其次,日本消费者在打算购买时更喜欢传播口碑信息。第三,有用性会影响中国的传播意图,尽管日本似乎并非如此。第四,有用性和信任可以相互增强。最后,提高购买意愿的最佳解决方案可能不是同时增加能力信任和正直信任。

Marketing and Smart Technologies

Marketing and Smart Technologies
  • Publisher : Springer Nature
  • File Size : 23,9 Mb
  • Release Date : 14 March 2022
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This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, Tenerife, Spain, during December 2–4, 2021. It covers up-to-date cutting-edge research