LIBROS DEL AUTOR: emma slade

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  • Electronic Word of Mouth (eWOM) in the Marketing Context
    Elvira Ismagilova / Emma Slade / Yogesh K. Dwivedi / Yogesh KDwivedi
    This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evalua...
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    74,34 €