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
- Release Date : 15 February 2017
- PDF File Size : 52,8 Mb
- Language : English
- Rating : 4/5 from 21 reviews
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