LEADER 03599nam 22006375 450 001 9910165150603321 005 20251113184620.0 010 $a3-319-52459-3 024 7 $a10.1007/978-3-319-52459-7 035 $a(CKB)3710000001065028 035 $a(DE-He213)978-3-319-52459-7 035 $a(MiAaPQ)EBC4806843 035 $a(PPN)222234318 035 $a(EXLCZ)993710000001065028 100 $a20170216d2017 u| 0 101 0 $aeng 135 $aurnn|008mamaa 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aElectronic Word of Mouth (eWOM) in the Marketing Context $eA State of the Art Analysis and Future Directions /$fby Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams 205 $a1st ed. 2017. 210 1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2017. 215 $a1 online resource (XVI, 138 p. 8 illus., 3 illus. in color.) 225 1 $aSpringerBriefs in Business,$x2191-5490 311 08$a3-319-52458-5 320 $aIncludes bibliographical references and index. 327 $aChapter 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.     . 330 $aThis SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM. 410 0$aSpringerBriefs in Business,$x2191-5490 606 $aBusiness information services 606 $aTelemarketing 606 $aInternet marketing 606 $aApplication software 606 $aBusiness Information Systems 606 $aDigital Marketing 606 $aComputer and Information Systems Applications 615 0$aBusiness information services. 615 0$aTelemarketing. 615 0$aInternet marketing. 615 0$aApplication software. 615 14$aBusiness Information Systems. 615 24$aDigital Marketing. 615 24$aComputer and Information Systems Applications. 676 $a659.133 700 $aIsmagilova$b Elvira$4aut$4http://id.loc.gov/vocabulary/relators/aut$0862582 702 $aDwivedi$b Yogesh K$4aut$4http://id.loc.gov/vocabulary/relators/aut 702 $aSlade$b Emma$4aut$4http://id.loc.gov/vocabulary/relators/aut 702 $aWilliams$b Michael D$4aut$4http://id.loc.gov/vocabulary/relators/aut 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910165150603321 996 $aElectronic Word of Mouth (eWOM) in the Marketing Context$91925344 997 $aUNINA