Anmerkungen:
Includes bibliographical references (pages 195-198) and index. - Description based on PDF viewed 07/20/2021
System requirements: Adobe Acrobat reader
Mode of access: World Wide Web
Beschreibung:
Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries. A significant portion of eWOM occurs on social media platforms. Social word of mouth (sWOM)--a subset of eWOM--has incredible reach with the potential to influence over 4.6 billion active social media consumers. The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.