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Managing eWOM

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Electronic Word of Mouth (eWOM) in the Marketing Context

Part of the book series: SpringerBriefs in Business ((BRIEFSBUSINESS))

Abstract

The shift of traditional WOM to the Internet environment introduced new opportunities for companies to reach raw data in colossal quantities. eWOM communications (e.g. tweets, online reviews, and blogs) became a source of “Big Data” of real consumer sharing behaviour (Berger 2014; Dirsehan 2015). Users embrace online platforms and eWOM to make their message heard and to influence outcomes (Kietzmann et al. 2011). As eWOM communications are ranked the most important information source during consumers’ purchase decisions, it is crucial for companies to manage them. Thus, the purpose of this chapter is to provide an overview of the techniques available to manage eWOM communications.

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Authors and Affiliations

  1. Emerging Markets Research Centre (EMaRC), School of Management, Swansea University, Swansea, Wales, UK

    Elvira Ismagilova & Yogesh K. Dwivedi

  2. School of Management, Swansea University, Swansea, Wales, UK

    Emma Slade & Michael D. Williams

Authors
  1. Elvira Ismagilova
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  2. Yogesh K. Dwivedi
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  3. Emma Slade
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  4. Michael D. Williams
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Ismagilova, E., Dwivedi, Y.K., Slade, E., Williams, M.D. (2017). Managing eWOM. In: Electronic Word of Mouth (eWOM) in the Marketing Context. SpringerBriefs in Business. Springer, Cham. https://doi.org/10.1007/978-3-319-52459-7_7

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