Elvira Ismagilova & Yogesh K. Dwivedi 
Electronic Word of Mouth (eWOM) in the Marketing Context [PDF ebook] 
A State of the Art Analysis and Future Directions

支持

This Springer Brief offers a state of the art analysis of electronic word-of-mouth (e WOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to e WOM. It discusses the differences between traditional and online WOM. The book examines why people engage in e WOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of e WOM. The book identifies current gaps in t...

阅读更多
€58.84
支付方式

表中的内容

Chapter 1 Introduction.- Chapter 2 Traditional Word-of-Mouth (WOM).- Chapter 3 Electronic Word-of-Mouth (e WOM).- Chapter 4 Engaging in e WOM.- Chapter 5 Persuasiveness of e...

阅读更多

关于作者

Elvira Ismagilova is a Ph D candidate at the School of Management, Swansea University, UK. She holds a BSc in Applied Informatics in Economics from Udmurt State University, Rus...

阅读更多
购买此电子书可免费获赠一本!
语言 英语 ● 格式 PDF ● 网页 138 ● ISBN 9783319524597 ● 文件大小 2.3 MB ● 出版者 Springer International Publishing ● 市 Cham ● 国家 CH ● 发布时间 2017 ● 下载 24 个月 ● 货币 EUR ● ID 5074629 ● 复制保护 社会DRM

来自同一作者的更多电子书 / 编辑

16,845 此类电子书