Electronic Word of Mouth (eWOM) in the Marketing Context : a State of the Art Analysis and Future Directions /

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...

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Bibliographic Details

Corporate Author:	ProQuest (Firm)
Other Authors:	Ismagilova, Elvira, Dwivedi, Yogesh K., Slade, Emma, Williams, Michael D.
Format:	eBook
Language:	English
Published:	Cham : Springer International Publishing, 2017.
Series:	SpringerBriefs in business.
Subjects:	BUSINESS & ECONOMICS / Management. BUSINESS & ECONOMICS / Reference. BUSINESS & ECONOMICS / Skills. Business. Internet marketing. Management information systems. Electronic books.
Online Access:	Connect to the full text of this electronic book