Electronic Word of Mouth eWOM in the Marketing Context is popular PDF and ePub book, written by Elvira Ismagilova in 2017-02-15, it is a fantastic choice for those who relish reading online the Computers genre. Let's immerse ourselves in this engaging Computers book by exploring the summary and details provided below. Remember, Electronic Word of Mouth eWOM in the Marketing Context can be Read Online from any device for your convenience.
Electronic Word of Mouth eWOM in the Marketing Context Book PDF Summary
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 Book of Electronic Word of Mouth eWOM in the Marketing Context PDF
- Author : Elvira Ismagilova
- Release : 15 February 2017
- Publisher : Springer
- ISBN : 9783319524597
- Genre : Computers
- Total Page : 148 pages
- Language : English
- PDF File Size : 11,8 Mb
If you're still pondering over how to secure a PDF or EPUB version of the book Electronic Word of Mouth eWOM in the Marketing Context by Elvira Ismagilova, don't worry! All you have to do is click the 'Get Book' buttons below to kick off your Download or Read Online journey. Just a friendly reminder: we don't upload or host the files ourselves.