Download e-book for iPad: Electronic Word of Mouth (eWOM) in the Marketing Context: A by Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D.

By Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams

ISBN-10: 3319524585

ISBN-13: 9783319524580

ISBN-10: 3319524593

ISBN-13: 9783319524597

This SpringerBrief deals a state-of-the-art research of digital word-of-mouth (eWOM) communications and its position in advertising. The e-book starts off with an summary of conventional word-of-mouth (WOM) and its evolution to eWOM. It discusses the diversities among conventional and on-line WOM. The ebook examines why humans interact in eWOM communications, but additionally how shoppers assessment its persuasiveness. It additionally appears on the results of eWOM. The booklet identifies present gaps within the eWOM study, but in addition highlights destiny instructions for this becoming field.

eWOM is a vital advertising approach in model communications, and it performs an incredible position in glossy e-commerce. sellers turn into super attracted to bettering the ability of eWOM constructing loyalty courses and construction manufacturers. learning the impact of eWOM could be invaluable for firms. This booklet may be a great source for students and practitioners that have to comprehend the pervasive results of eWOM.

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Extra info for Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions

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2011), Jeong and Jang (2011), Mauri and Minazzi (2013), Rathore and Panwar (2015), Cheung et al. (2008), Taylor et al. (2012), Yoo et al. (2013) Floyd et al. (2014), Yang et al. (2012) This definition does not consider that communications can also be neutral, not just positive or negative. Also, does not consider communications about brand. Any positive or negative statement made by potential, actual, or former customers about a product or company which is made available to multitude of the people and institutes via the Internet.

Also publicly visible cues to the reviewer’s profile such as length of membership can be added. Opinion platforms can provide coupons, free delivery, or web points in order to increase individuals’ participation in eWOM. Affiliation with a virtual community for identification and social integration motivate people to engage in eWOM. Consumers are motivated to engage in eWOM to get an economic incentive which can be in the form of web points or coupons provided through opinion platforms. 5. Future research could examine eWOM in a cross-cultural setting.

3. g. income, age, gender, education, personality) is not considered. Future research should consider the influence of personal characteristics on posting eWOM. 4. Future research can investigate why consumers are not interested in spreading eWOM. 38 4 Engaging in eWOM Economic incentives Social benefits Bronner and de Hoog (2011), Cheung and Lee (2012), Choi and Scott (2013), Guo et al. (2009b), Hansen and Lee (2013), Hennig-­ Thurau et al. (2004), José-­Cabezudo and Camarero-­Izquierdo (2012), Luarn et al.

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Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions by Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams

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