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...
| Corporate Author: | |
|---|---|
| Other Authors: | , , , |
| Format: | eBook |
| Language: | English |
| Published: |
Cham :
Springer International Publishing,
2017.
|
| Series: | SpringerBriefs in business.
|
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Dedication; Foreword; Foreword; Preface; Contents; Chapter 1: Introduction; Chapter 2: Traditional Word-of-Mouth (WOM); 2.1 Defining WOM; 2.2 Characteristics of WOM; 2.3 The Power of WOM; 2.4 Advances in WOM Research; 2.5 Discussion and Concluding Points; Chapter 3: Electronic Word-of-Mouth (eWOM); 3.1 What is eWOM?; 3.2 Characteristics of eWOM Communications; 3.3 New Opportunities and Challenges Presented by eWOM; 3.4 Advances in Research; 3.5 Discussion and Concluding Points; Chapter 4: Engaging in eWOM; 4.1 Antecedents of eWOM; 4.2 Motivations to Send eWOM; 4.3 Motivations to Receive eWOM
- 4.4 Discussion and Concluding PointsChapter 5: Persuasiveness of eWOM Communications; 5.1 Credibility vs. Helpfulness; 5.2 Credibility of eWOM; 5.2.1 eWOM Message; 5.2.2 Source of eWOM; 5.2.3 Receiver of eWOM; 5.3 Helpfulness of eWOM; 5.3.1 eWOM Message; 5.3.2 Source of eWOM; 5.3.3 Receiver of eWOM; 5.4 Discussion and Concluding Points; Chapter 6: Impact of eWOM; 6.1 Information Adoption; 6.2 Information Overload; 6.3 Impact of eWOM on Consumer Attitude; 6.4 Intention to Purchase; 6.5 Sales; 6.6 Discussion and Concluding Points; Chapter 7: Managing eWOM; 7.1 Paying Attention to eWOM
- 7.2 eWOM Response Strategies7.3 Capturing and Analyzing eWOM; 7.4 Discussion and Concluding Points; Chapter 8: Conclusion; About the Author; Acronyms; References; Index