Electronic Word of Mouth (eWOM) in the marketing context : a state of the art analysis and future directions.
Ismagilova, Elvira.; Dwivedi, Yogesh K.; Slade, Emma.; Williams, Michael D.
2017
HF4999.2-6182
Available Online

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Title Electronic Word of Mouth (eWOM) in the marketing context : a state of the art analysis and future directions.
Author Ismagilova, Elvira.
ISBN 9783319524597 (electronic book)
3319524593 (electronic book)
3319524585
9783319524580
DOI https://doi.org/10.1007/978-3-319-52459-7
Publication Details Cham : Springer International Publishing, 2017.
Language English
Description 1 online resource (148 pages).
Item Number 10.1007/978-3-319-52459-7 doi
Call Number HF4999.2-6182
Dewey Decimal Classification 650
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.
Bibliography, etc. Note Includes bibliographical references and index.
Access Note Access limited to authorized users.
Digital File Characteristics text file PDF
Source of Description Description based on print version record.
Added Author Dwivedi, Yogesh K.
Slade, Emma.
Williams, Michael D.
Series SpringerBriefs in business.
Available in Other Form Electronic Word of Mouth (eWOM) in the Marketing Context : A State of the Art Analysis and Future Directions.
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Record Appears in Online Resources > Ebooks
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Dedication; Foreword; Foreword; Preface; Contents; Chapter 1: Introduction; Chapter 2: Traditional Word-of-Mouth (WOM); 2.1 Defining WOM; 2.2 Characteristics ofßWOM; 2.3 The Power ofßWOM; 2.4 Advances inßWOM Research; 2.5 Discussion andßConcluding Points; Chapter 3: Electronic Word-of-Mouth (eWOM); 3.1 What is eWOM?; 3.2 Characteristics ofßeWOM Communications; 3.3 New Opportunities andßChallenges Presented by eWOM; 3.4 Advances inßResearch; 3.5 Discussion andßConcluding Points; Chapter 4: Engaging inßeWOM; 4.1 Antecedents ofßeWOM; 4.2 Motivations toßSend eWOM; 4.3 Motivations toßReceive eWOM.

4.4 Discussion andßConcluding PointsChapter 5: Persuasiveness ofßeWOM Communications; 5.1 Credibility vs. Helpfulness; 5.2 Credibility ofßeWOM; 5.2.1 eWOM Message; 5.2.2 Source ofßeWOM; 5.2.3 Receiver ofßeWOM; 5.3 Helpfulness ofßeWOM; 5.3.1 eWOM Message; 5.3.2 Source ofßeWOM; 5.3.3 Receiver ofßeWOM; 5.4 Discussion andßConcluding Points; Chapter 6: Impact ofßeWOM; 6.1 Information Adoption; 6.2 Information Overload; 6.3 Impact ofßeWOM onßConsumer Attitude; 6.4 Intention toßPurchase; 6.5 Sales; 6.6 Discussion andßConcluding Points; Chapter 7: Managing eWOM; 7.1 Paying Attention toßeWOM.

7.2 eWOM Response Strategies7.3 Capturing andßAnalyzing eWOM; 7.4 Discussion andßConcluding Points; Chapter 8: Conclusion; About theßAuthor; Acronyms; References; Index.

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