Electronic word of mouth as a promotional technique: new insights from social media
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367584764
Date de publication :
30 juin 2020
Dimensions :
24,6 x 17,4 cm
Poids :
330 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This book explores the current state of knowledge on how electronic word-of-mouth (eWOM) can help or hurt brands. A series of articles explores how marketers can use eWOM to help build brands as well as how negative eWOM can be harmful to brands. This book was originally published as a special issue of the International Journal of Advertising