Titlebook: Electronic Word of Mouth (eWOM) in the Marketing Context; A State of the Art A Elvira Ismagilova,Yogesh K. Dwivedi,Michael D. Wil Book 2017

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書目名稱Electronic Word of Mouth (eWOM) in the Marketing Context影響因子(影響力)




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carotid-bruit

Encumber

Managing eWOM, the most important information source during consumers’ purchase decisions, it is crucial for companies to manage them. Thus, the purpose of this chapter is to provide an overview of the techniques available to manage eWOM communications.

繼承人

Deject

https://doi.org/10.1007/978-3-030-16077-7r, it is necessary to take into account all eWOM communication facets in order to use them successfully in business. For example, persuasiveness of eWOM communications depends on consumer motivations to use them, which in turn influences information adoption, affecting purchase intention, and hence sales.

浪費時間

Engaging in eWOM,engage in eWOM communications from the perspective of senders of eWOM (people who give eWOM) and receivers of eWOM (people who seek eWOM). Knowing these motivations to engage in eWOM can help marketers to encourage people to post more and as a result have an impact on sales.

浪費時間

Conclusion,r, it is necessary to take into account all eWOM communication facets in order to use them successfully in business. For example, persuasiveness of eWOM communications depends on consumer motivations to use them, which in turn influences information adoption, affecting purchase intention, and hence sales.

莊嚴

cataract

Integral Methods in Science and Engineeringce, exploring the impact of eWOM will advance understanding of consumer behaviour. Thus, the objective of this chapter is to provide a review of existing studies on impact of eWOM communications from both consumer and company perspectives.

amnesia