Electronic Word of Mouth (eWOM) in the Marketing Context
A State of the Art Analysis and Future Directions
Produktform: E-Buch Text Elektronisches Buch in proprietärem
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.
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