Electronic Word of Mouth as a Promotional Technique
Taylor & Francis Ltd, 2018
259,95 €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
- 9781138360907
- ISBN-10
- 1138360902
- Publisher
- Taylor & Francis Ltd
- Year
- 2018
- Publication date
- 2018-10-16
- Pages
- 168
- Dimensions
- 182x254x16
- Weight
- 452