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Electronic Word of Mouth (eWOM) in the Marketing Context

A State of the Art Analysis and Future Directions

  • Elvira Ismagilova
  • Yogesh K. Dwivedi
  • Emma Slade
  • Michael D. Williams

Part of the SpringerBriefs in Business book series (BRIEFSBUSINESS)

Table of contents

  1. Front Matter
    Pages i-xvi
  2. Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams
    Pages 1-3
  3. Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams
    Pages 5-15
  4. Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams
    Pages 17-30
  5. Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams
    Pages 31-48
  6. Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams
    Pages 49-71
  7. Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams
    Pages 73-96
  8. Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams
    Pages 97-108
  9. Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams
    Pages 109-110
  10. Back Matter
    Pages 111-138

About this book

Introduction

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.

Keywords

Electronic Word-of-Mouth eWOM Marketing Social Media Word-of-Mouth Consumer Behavior Viral Marketing

Authors and affiliations

  • Elvira Ismagilova
    • 1
  • Yogesh K. Dwivedi
    • 2
  • Emma Slade
    • 3
  • Michael D. Williams
    • 4
  1. 1.Emerging Markets Research Centre (EMaRC), School of ManagementSwansea UniversitySwansea, WalesUnited Kingdom
  2. 2.Emerging Markets Research Centre (EMaRC), School of ManagementSwansea UniversitySwansea, WalesUnited Kingdom
  3. 3.School of ManagementSwansea UniversitySwansea, WalesUnited Kingdom
  4. 4.School of ManagementSwansea UniversitySwansea, WalesUnited Kingdom

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-52459-7
  • Copyright Information The Author(s) 2017
  • Publisher Name Springer, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-52458-0
  • Online ISBN 978-3-319-52459-7
  • Series Print ISSN 2191-5482
  • Series Online ISSN 2191-5490
  • Buy this book on publisher's site