Electronic Word of Mouth as a Promotional Technique
Taylor & Francis Ltd, 2020
72,75 €On orderDelivery: 2-3 weeks
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
- ISBN-13
- 9780367584764
- ISBN-10
- 036758476X
- Publisher
- Taylor & Francis Ltd
- Year
- 2020
- Publication date
- 2020-06-30
- Pages
- 168
- Dimensions
- 246x174x
- Weight
- 330