Exploring the power of electronic word-of-mouth in the services industry

Exploring the power of electronic word-of-mouth in the services industry

"This book examines the importance and the effective utilization of eWOM content for the positioning of products and services that illustrate the value of user generated content for influencing customer decision making in diverse business sectors"--

Bibliographic Details
Other Authors:	Kaufmann, Hans Ruediger, 1958-, Loureiro, Sandra Maria Correia, 1967-
Format:	eBook
Language:	English
Published:	Hershey, PA Business Science Reference, an imprint of IGI Global [2020]
Subjects:	Word-of-mouth advertising. Internet advertising. Internet marketing. Service industries > Marketing. EBSCO eBooks Electronic books.
Online Access:	EBSCOhost Перейти в каталог НБ ТГУ

Description
Summary:	"This book examines the importance and the effective utilization of eWOM content for the positioning of products and services that illustrate the value of user generated content for influencing customer decision making in diverse business sectors"--
Physical Description:	1 online resource.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781522585770 152258577X 9781522585787 1522585788