東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Electronic word of mouth (eWOM) in t...

Ismagilova, Elvira.

Linked to FindBook

Google Book

Amazon

博客來

Electronic word of mouth (eWOM) in the marketing context = a state of the art analysis and future directions /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Electronic word of mouth (eWOM) in the marketing context/ by Elvira Ismagilova ... [et al.].
Reminder of title:	a state of the art analysis and future directions /
other author:	Ismagilova, Elvira.
Published:	Cham :Springer International Publishing : : 2017.,
Description:	xvi, 138 p. :ill., digital ;24 cm.
[NT 15003449]:	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.
Contained By:	Springer eBooks
Subject:	Word-of-mouth advertising. -
Online resource:	http://dx.doi.org/10.1007/978-3-319-52459-7
ISBN:	9783319524597

Electronic word of mouth (eWOM) in the marketing context = a state of the art analysis and future directions /
Electronic word of mouth (eWOM) in the marketing contexta state of the art analysis and future directions /[electronic resource] :by Elvira Ismagilova ... [et al.]. - Cham :Springer International Publishing :2017. - xvi, 138 p. :ill., digital ;24 cm. - SpringerBriefs in business,2191-5482. - SpringerBriefs in business..

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.

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.

ISBN: 9783319524597

Standard No.: 10.1007/978-3-319-52459-7doiSubjects--Topical Terms:

779984
Word-of-mouth advertising.

LC Class. No.: HF5415.1265 / .I86 2017

Dewey Class. No.: 659.144

Electronic word of mouth (eWOM) in the marketing context = a state of the art analysis and future directions /
LDR:02325nmm a2200325 a 4500 001 2090056
003 DE-He213
005 20170216162507.0
006 m d
007 cr nn 008maaau
008 171013s2017 gw s 0 eng d
020 $a 9783319524597 $q (electronic bk.)
020 $a 9783319524580 $q (paper)
024 7 $a 10.1007/978-3-319-52459-7 $2 doi
035 $a 978-3-319-52459-7
040 $a GP $c GP
041 0 $a eng
050 4 $a HF5415.1265 $b .I86 2017
072 7 $a KJQ $2 bicssc
072 7 $a COM005030 $2 bisacsh
082 0 4 $a 659.144 $2 23
090 $a HF5415.1265 $b .E38 2017
245 0 0 $a Electronic word of mouth (eWOM) in the marketing context $h [electronic resource] : $b a state of the art analysis and future directions / $c by Elvira Ismagilova ... [et al.].
260 $a Cham : $b Springer International Publishing : $b Imprint: Springer, $c 2017.
300 $a xvi, 138 p. : $b ill., digital ; $c 24 cm.
490 1 $a SpringerBriefs in business, $x 2191-5482
505 0 $a 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.
520 $a 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.
650 0 $a Word-of-mouth advertising. $3 779984
650 1 4 $a Business and Management. $2 eflch $3 1485455
650 2 4 $a Business Information Systems. $3 892640
650 2 4 $a Online Marketing/Social Media. $3 2181685
650 2 4 $a Information Systems Applications (incl. Internet) $3 1565452
700 1 $a Ismagilova, Elvira. $3 3221221
710 2 $a SpringerLink (Online service) $3 836513
773 0 $t Springer eBooks
830 0 $a SpringerBriefs in business. $3 1566391
856 4 0 $u http://dx.doi.org/10.1007/978-3-319-52459-7
950 $a Business and Management (Springer-41169)