Cantitate/Preț
Produs
Total produse
Vezi coșul
Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions de Elvira Ismagilova

Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions: SpringerBriefs in Business

Autor Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams
en Limba Engleză Paperback – 22 feb 2017
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.
Citește tot Restrânge

Din seria SpringerBriefs in Business

  • Transformative Governance for the Future: Navigating Profound Transitions
    Preț: 25750 lei
  • The Smart City and the Co-creation of Value: A Source of New Competitiveness in a Low-Carbon Society
    Preț: 37506 lei
  • CSR 2.0: Transforming Corporate Sustainability and Responsibility
    Preț: 40215 lei
  • Options in Alliances: Valuing Flexibility in Inter-Firm Collaborations
    Preț: 33587 lei
  • Who Gets Funds from China’s Capital Market?: A Micro View of China’s Economy via Case Studies on Listed Chinese SMEs
    Preț: 37260 lei
  • Management and Valuation of Heritage Assets: A Comparative Analysis Between Italy and USA
    Preț: 37260 lei
  • Approaching Business Models from an Economic Perspective
    Preț: 40589 lei
  • Creating Conditions for Promising Collaboration: Alliances, Networks, Chains, Strategic Partnerships
    Preț: 46737 lei
  • Taxation, Growth and Fiscal Institutions: A Political and Economic Analysis
    Preț: 33513 lei
  • Corporate Social Responsibility Reporting in China
    Preț: 37808 lei
  • Family Firms in Transition: Case Studies on Succession, Inheritance, and Governance
    Preț: 33854 lei
  • Management of Alliance Networks: Formation, Functionality, and Post Operational Strategies
    Preț: 34396 lei
  • The Bubble Theory: Towards a Framework of Enlightened Needs and Fair Development
    Preț: 33708 lei
  • Strategy for Action – II: Strategy Formulation, Development, and Control
    Preț: 37094 lei
  • Product Variety in Automotive Industry: Understanding Niche Markets in America
    Preț: 36791 lei
  • Supply Chain Finance Solutions: Relevance - Propositions - Market Value
    Preț: 43483 lei
  • Understanding the Myth of High Growth Firms: The Theory of the Greater Fool
    Preț: 43578 lei
  • Social Innovation and New Business Models: Creating Shared Value in Low-Income Markets
    Preț: 46645 lei
  • Digital Wine: How QR Codes Facilitate New Markets for Small Wine Industries
    Preț: 37185 lei
  • Excel-Based Business Analysis: Forecasting Key Business Trends
    Preț: 33399 lei
  • Public Transport Passengers’ Behavioural Intentions: Paratransit in Jabodetabek–Indonesia
    Preț: 36962 lei
  • Finance – Fundamental Problems and Solutions
    Preț: 33857 lei
  • The Co-creative Meeting: Practicing Consensual Effectivity in Organizations
    Preț: 37052 lei
  • A Cross-Border-Only Regulation for Consumer Transactions in the EU: A Fresh Approach to EU Consumer Law
    Preț: 36887 lei
  • Vertical Price Coordination and Brand Care: Interdisciplinary Perspectives on the Prohibition of Resale Price Maintenance
    Preț: 36903 lei
  • Random Regret-based Discrete Choice Modeling: A Tutorial
    Preț: 36732 lei
  • Study on the Consensus Salary System for Modern Enterprises
    Preț: 33991 lei
  • The Great East Japan Earthquake and Its Impact on German Firms: An Empirical Study
    Preț: 33479 lei
  • From Total Quality Control to Lean Six Sigma: Evolution of the Most Important Management Systems for the Excellence
    Preț: 33492 lei
  • On China's Trade Surplus
    Preț: 33725 lei
  • Hormones, Talent, and Career: Unlock Your Hormonal Quotient®
    Preț: 36962 lei
  • Communities of Practice and Vintage Innovation: A Strategic Reaction to Technological Change
    Preț: 37036 lei
  • Financial Performance Measures and Value Creation: the State of the Art
    Preț: 33683 lei
  • Reliance on Foreign Markets: Multinationality and Performance
    Preț: 36658 lei
  • Mode 3 Knowledge Production in Quadruple Helix Innovation Systems: 21st-Century Democracy, Innovation, and Entrepreneurship for Development
    Preț: 36771 lei
  • Innovative Advisory Services in the Virtual World: An Empowerment Perspective
    Preț: 36808 lei
  • Epistemic Governance in Higher Education: Quality Enhancement of Universities for Development
    Preț: 36887 lei
  • Social Media and Emerging Economies: Technological, Cultural and Economic Implications
    Preț: 37015 lei
  • Mass Customization: An Exploration of European Characteristics
    Preț: 36867 lei
  • Entrepreneurship Networks in Italy: The Role of Agriculture and Services
    Preț: 34730 lei
  • Private Equity Targets: Strategies for Growth, Market Barriers and Policy Implications
    Preț: 36903 lei
  • Top Down Innovation
    Preț: 36867 lei
  • Switchpoints for the Future of Logistics
    Preț: 33683 lei
  • The Rocky Road to Publishing in the Management and Decision Sciences and Beyond: Experiencing the Journey and Lessons Learned
    Preț: 37543 lei
  • Innovation Management in Knowledge Intensive Business Services in China
    Preț: 36867 lei
  • Transnational Marketing and Transnational Consumers
    Preț: 36867 lei
  • Export Assistance: The Way Back and Forward: An Empirical Investigation into Developing Country “Born Globals”
    Preț: 33587 lei
  • Understanding Family Firms: Case Studies on the Management of Crises, Uncertainty and Change
    Preț: 37015 lei
  • Performance Measurement with the Balanced Scorecard: A Practical Approach to Implementation within SMEs
    Preț: 37148 lei
  • Strategy for Action – I: The Logic and Context of Strategic Management
    Preț: 36962 lei

Preț: 40497 lei

Nou

Puncte Express: 607
Preț estimativ în valută:
7750€ • 8153$ • 6416£

Carte tipărită la comandă

Livrare economică 14-28 ianuarie 25

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă
Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9783319524580
ISBN-10: 3319524585
Pagini: 138
Ilustrații: XVI, 138 p. 8 illus., 3 illus. in color.
Dimensiuni: 155 x 235 x 8 mm
Greutate: 0.23 kg
Ediția:1st ed. 2017
Editura: Springer International Publishing
Colecția Springer
Seria SpringerBriefs in Business

Locul publicării:Cham, Switzerland

Cuprins

Chapter 1 Introduction.- Chapter 2 Traditional Word-of-Mouth (WOM).- Chapter 3 Electronic Word-of-Mouth (eWOM).- Chapter 4 Engaging in eWOM.- Chapter 5 Persuasiveness of eWOM Communications.- Chapter 6 Impact of eWOM.- Chapter 7 Managing eWOM. Chapter 8 Conclusion.
    

Notă biografică

Elvira Ismagilova is a PhD candidate at the School of Management, Swansea University, UK. She holds a BSc in Applied Informatics in Economics from Udmurt State University, Russia and MSc in Economics, Accounting and Finance from Bristol University, UK. Her research interests include consumer behaviour, electronic word-of-mouth and social media marketing. She participated and presented her research in various international and domestic conferences including I3E2016 and BAM. Also, she is a teaching assistant in marketing at Swansea University.
Yogesh K. Dwivedi is a Professor of Digital and Social Media, Director of the Emerging Markets Research Centre (EMaRC), and Director of Research in the School of Management at Swansea University, Wales, UK. His research interests are in the area of Information Systems (IS) including the adoption and diffusion of emerging ICTs and digital and social media marketing. He has published more than 100 articles in a range of leadingacademic journals and conferences. He has co-edited more than 15 books on technology adoption, e-government and IS theory and had them published by international publishers such as Springer, Routledge, and Emerald. He acted as co-editor of fifteen special issues; organised tracks, mini-tracks and panels in leading conferences; and served as programme co-chair of IFIP WG 8.6 Conference and Conference Chair of IFIP WG 6.11 I3E2016 Conference on “Social Media: The Good, the Bad, and the Ugly” . He is Associate Editor of European Journal of Marketing and Government Information Quarterly, Assistant Editor of JEIM and TGPPP and Senior Editor of Journal of Electronic Commerce Research. 
Emma L. Slade is a Lecturer in Digital Marketing and Deputy Director of Postgraduate Research in the School of Management, Swansea University, UK. She has a PhD and MSc with distinction in Business Management. Emma is working on a variety of research topics across marketing and information systems including engagement with political parties on social media, students’ cyber-slacking behaviour, and diffusion of green IT/IS. Emma has published articles in a number of highly regarded journals such as Public Management Review, Psychology & Marketing, Information Systems Frontiers, and Computers in Human Behaviour. A full list of her publications can be found on Google Scholar. In 2016 Emma was selected for participation in the inaugural Digital Economy Crucible funded by EPSRC through the CHERISH-DE multidisciplinary research centre. Emma was also Programme Co-Chair of the 15th IFIP I3E Conference on “Social Media: The Good, the Bad, and the Ugly” (#I3E2016).
Michael D. Williams is a full Professor, Deputy Dean, Head of the Department of Business, and Director of the i-Lab in the School of Management at Swansea University in the UK. He holds a BSc from the CNAA, an MEd from Cambridge University, and a PhD from the University of Sheffield. Prior to entering academia, he spent 12 years developing and implementing ICT systems in both public and private sectors in a variety of domains including finance, telecommunications, manufacturing, and local government, and since entering academia, has acted as consultant for both public and private organizations, and as regional government advisor in the UK and the European Union. With current research interests focusing primarily upon digital innovation and social media at organizational and individual levels, he is the author of numerous fully refereed and invited papers, has editorial board membership of a number of academic journals, and has obtained external research funding from sources including the European Union, the UK NHS, the Nuffield Foundation, and the Welsh Government.

Caracteristici

Presents a state-of-the-art analysis of eWOM that covers its effect and engagement Offers a complete eWOM reference for scholars and researchers in marketing and information systems Examines current limitations of eWOM and highlights future directions for research in the field Includes supplementary material: sn.pub/extras