Exploring the Power of Electronic Word-of-Mouth in the Services Industry

Exploring the Power of Electronic Word-of-Mouth in the Services Industry

By Sandra Maria Correia Loureiro and Hans Ruediger Kaufmann
Hardcover
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User opinions about service experiences have been extensively acknowledged to play a key role in influencing the consumption decisions of other customers. The widespread adoption of internet technologies has amplified enormously the volume and the potential impact of such customer-generated content in the form of electronic word-of-mouth (eWOM). Exploring the Power of Electronic Word-of-Mouth in the Services Industry is an essential research book that explores the importance of consumer perception and the influence of word-of-mouth in the digital world. Featuring a range of topics such as data mining, online engagement, and social media, this book is ideal for academicians, researchers, IT developers, marketers, managers, media specialists, and professionals.

Details

Publish date July 26, 2019
Publisher Business Science Reference
Format Hardcover
Pages 390
ISBN 9781522585756
1522585753

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