Electronic Word of Mouth (eWOM) in the Marketing Context A State of
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
- PDF / 2,273,007 Bytes
- 148 Pages / 439.42 x 666.14 pts Page_size
- 28 Downloads / 259 Views
Elvira Ismagilova Yogesh K. Dwivedi Emma Slade Michael D. Williams
Electronic Word of Mouth (eWOM) in the Marketing Context A State of the Art Analysis and Future Directions 123
SpringerBriefs in Business
More information about this series at http://www.springer.com/series/8860
Elvira Ismagilova • Yogesh K. Dwivedi Emma Slade • Michael D. Williams
Electronic Word of Mouth (eWOM) in the Marketing Context A State of the Art Analysis and Future Directions
Elvira Ismagilova Emerging Markets Research Centre (EMaRC), School of Management Swansea University Swansea, Wales, UK
Yogesh K. Dwivedi Emerging Markets Research Centre (EMaRC), School of Management Swansea University Swansea, Wales, UK
Emma Slade School of Management Swansea University Swansea, Wales, UK
Michael D. Williams School of Management Swansea University Swansea, Wales, UK
ISSN 2191-5482 ISSN 2191-5490 (electronic) SpringerBriefs in Business ISBN 978-3-319-52458-0 ISBN 978-3-319-52459-7 (eBook) DOI 10.1007/978-3-319-52459-7 Library of Congress Control Number: 2017933461 © The Author(s) 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
To my mother and husband for your love and never-ending support. Elvira Ismagilova To Kirti and Viral. Yogesh K. Dwivedi To my Bampa who always enjoyed a bit of WOM (gossip) on the shop floor. Emma L. Slade To Marie, Emily, and of course, Ian. Michael D. Williams
Foreword
This rich and very timely book by Elvira Ismagilova, Yogesh K. Dwivedi, Emma L. Slade, and Michael D. Williams demonstrates how critical eWOM communication is and offers a thought-provoking addition which really presents and opens up the relevance of the eWOM
Data Loading...
