Coverart for item
The Resource Electronic Word of Mouth (eWOM) in the Marketing Context : A State of the Art Analysis and Future Directions, by Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams, (electronic resource)

Electronic Word of Mouth (eWOM) in the Marketing Context : A State of the Art Analysis and Future Directions, by Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams, (electronic resource)

Label
Electronic Word of Mouth (eWOM) in the Marketing Context : A State of the Art Analysis and Future Directions
Title
Electronic Word of Mouth (eWOM) in the Marketing Context
Title remainder
A State of the Art Analysis and Future Directions
Statement of responsibility
by Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams
Creator
Contributor
Author
Provider
Subject
Language
eng
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
Member of
http://library.link/vocab/creatorName
Ismagilova, Elvira
Image bit depth
0
LC call number
HD30.2
Literary form
non fiction
http://library.link/vocab/relatedWorkOrContributorName
  • Dwivedi, Yogesh K.
  • Slade, Emma.
  • Williams, Michael D.
  • SpringerLink
Series statement
SpringerBriefs in Business,
http://library.link/vocab/subjectName
  • Business
  • Internet marketing
  • Management information systems
  • Business and Management
  • Business Information Systems
  • Online Marketing/Social Media
  • Information Systems Applications (incl. Internet)
Label
Electronic Word of Mouth (eWOM) in the Marketing Context : A State of the Art Analysis and Future Directions, by Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams, (electronic resource)
Instantiates
Publication
Antecedent source
mixed
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Chapter 1 Introduction -- Chapter 2 Traditional Word-of-Mouth (WOM) -- Chapter 3 Electronic Word-of-Mouth (eWOM) -- Chapter 4 Engaging in eWOM -- Chapter 5 Persuasiveness of eWOM Communications -- Chapter 6 Impact of eWOM -- Chapter 7 Managing eWOM. Chapter 8 Conclusion.
Dimensions
unknown
Extent
XVI, 138 p. 8 illus., 3 illus. in color.
File format
multiple file formats
Form of item
electronic
Isbn
9783319524597
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-319-52459-7
Other physical details
online resource.
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(DE-He213)978-3-319-52459-7
Label
Electronic Word of Mouth (eWOM) in the Marketing Context : A State of the Art Analysis and Future Directions, by Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams, (electronic resource)
Publication
Antecedent source
mixed
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
not applicable
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
Chapter 1 Introduction -- Chapter 2 Traditional Word-of-Mouth (WOM) -- Chapter 3 Electronic Word-of-Mouth (eWOM) -- Chapter 4 Engaging in eWOM -- Chapter 5 Persuasiveness of eWOM Communications -- Chapter 6 Impact of eWOM -- Chapter 7 Managing eWOM. Chapter 8 Conclusion.
Dimensions
unknown
Extent
XVI, 138 p. 8 illus., 3 illus. in color.
File format
multiple file formats
Form of item
electronic
Isbn
9783319524597
Level of compression
uncompressed
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other control number
10.1007/978-3-319-52459-7
Other physical details
online resource.
Quality assurance targets
absent
Reformatting quality
access
Specific material designation
remote
System control number
(DE-He213)978-3-319-52459-7

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