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Electronic Word of Mouth as a Promotional Technique: New Insights from Social Media 1.º edición
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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
| Medios de comunicación | Libros Paperback Book (Libro con tapa blanda y lomo encolado) |
| Publicado | 30 de junio de 2020 |
| ISBN13 | 9780367584764 |
| Editores | Taylor & Francis Ltd |
| Páginas | 168 |
| Dimensiones | 150 × 220 × 10 mm · 330 g |
| Lengua | Inglés |
| Editor | Chu, Shu-Chuan |
| Editor | Kim, Juran |
| Editor | Taylor, Charles R. |
