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Electronic Word of Mouth as a Promotional Technique: New Insights from Social Media 1st edition
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Electronic Word of Mouth as a Promotional Technique: New Insights from Social Media
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
168 pages
| Media | Books Paperback Book (Book with soft cover and glued back) |
| Released | June 30, 2020 |
| ISBN13 | 9780367584764 |
| Publishers | Taylor & Francis Ltd |
| Pages | 168 |
| Dimensions | 150 × 220 × 10 mm · 330 g |
| Language | English |
| Editor | Chu, Shu-Chuan |
| Editor | Kim, Juran |
| Editor | Taylor, Charles R. |
