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Electronic Word-of-Mouth (eWOM)

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Electronic Word of Mouth (eWOM) in the Marketing Context

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

Abstract

With the growth of Internet technologies more and more consumers are using it as a tool for information seeking about a product or a company. Enhancement of the Internet, popularity of e-commerce, and widespread diffusion of social media applications led to the emergence of eWOM. Although eWOM may be less personal than traditional WOM, it is seen as more powerful because it has significant reach and is publicly available (Hennig-Thurau et al. 2004).

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  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

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  1. Elvira Ismagilova
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Ismagilova, E., Dwivedi, Y.K., Slade, E., Williams, M.D. (2017). Electronic Word-of-Mouth (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_3

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