By Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade, Michael D. Williams

This SpringerBrief deals a state-of-the-art research of digital word-of-mouth (eWOM) communications and its position in advertising. The ebook starts with an outline of conventional word-of-mouth (WOM) and its evolution to eWOM. It discusses the variations among conventional and on-line WOM. The ebook examines why humans interact in eWOM communications, but additionally how shoppers review its persuasiveness. It additionally appears to be like on the results of eWOM. The publication identifies present gaps within the eWOM learn, but additionally highlights destiny instructions for this turning out to be field.

eWOM is a crucial advertising process in model communications, and it performs a major function in smooth e-commerce. sellers turn into super drawn to improving the ability of eWOM constructing loyalty courses and development manufacturers. learning the influence of eWOM could be priceless for corporations. This booklet may be an excellent source for students and practitioners that have to comprehend the pervasive results of eWOM.

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