The Electronic Word

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The Electronic Word
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Pages: 302
Authors: Richard A. Lanham
Categories: Language Arts & Disciplines
Type: BOOK - Published: 2010-06-15 - Publisher: University of Chicago Press

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The personal computer has revolutionized communication, and digitized text has introduced a radically new medium of expression. Interactive, volatile, mixing wo
Electronic Word of Mouth (eWOM) in the Marketing Context
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Authors: Elvira Ismagilova
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Type: BOOK - Published: 2017-02-15 - Publisher: Springer

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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 overv
Exploring the Power of Electronic Word-Of-Mouth in the Services Industry
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"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
Electronic Word of Mouth as a Promotional Technique
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Recent years have seen digital advertising grow to the point where it will soon overtake television as the no. 1 advertising medium. In the online environment,
Driving Consumer Engagement in Social Media
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Authors: Anna Bianchi
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Type: BOOK - Published: 2020-12-10 - Publisher: Routledge

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This book investigates how marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic