Consumer behaviour and social network sites: the impact of negative word of mouth
Auteur :
Zaraket, Sarah
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367532864
Date de publication :
1 août 2022
Dimensions :
21,6 x 13,8 cm
Poids :
136 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.