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Exploring the Power of Electronic Word-of-Mouth in the Services Industry

Exploring the Power of Electronic Word-of-Mouth in the Services Industry
Author(s)/Editor(s): Hans Ruediger Kaufmann (University of Applied Management Studies, Germany) and Sandra Maria Correia Loureiro (Instituto Universitário de Lisboa, Portugal)
Copyright: ©2020
DOI: 10.4018/978-1-5225-8575-6
ISBN13: 9781522585756
ISBN10: 1522585753
EISBN13: 9781522585770

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Description

User opinions about service experiences have been extensively acknowledged to play a key role in influencing the consumption decisions of other customers. The widespread adoption of internet technologies has amplified enormously the volume and the potential impact of such customer-generated content in the form of electronic word-of-mouth (eWOM).

Exploring the Power of Electronic Word-of-Mouth in the Services Industry is an essential research book that explores the importance of consumer perception and the influence of word-of-mouth in the digital world. Featuring a range of topics such as data mining, online engagement, and social media, this book is ideal for academicians, researchers, IT developers, marketers, managers, media specialists, and professionals.



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