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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C. Constanda,A. Largillier,M. Ahuesons is linked with the credibility and helpfulness of the content. Studies show that eWOM is perceived as more credible and relevant to customers than market created sources of information on the Internet (Gruen et al. 2006). Many studies prove the link between credibility and helpfulness of eWOM an

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Integral Methods in Science and Engineeringmunications (e.g. tweets, online reviews, and blogs) became a source of “Big Data” of real consumer sharing behaviour (Berger 2014; Dirsehan 2015). Users embrace online platforms and eWOM to make their message heard and to influence outcomes (Kietzmann et al. 2011). As eWOM communications are ranked

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https://doi.org/10.1007/978-3-319-52459-7Electronic Word-of-Mouth; eWOM; Marketing; Social Media; Word-of-Mouth; Consumer Behavior; Viral Marketing

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Elvira Ismagilova,Yogesh K. Dwivedi,Michael D. WilPresents 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 l

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Integral Methods in Science and Engineeringent 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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