Conclusion

Elvira Ismagilova, Yogesh K. Dwivedi, Emma Slade and Michael D. Williams
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Elvira Ismagilova: Swansea University
Yogesh K. Dwivedi: Swansea University
Emma Slade: Swansea University
Michael D. Williams: Swansea University

Chapter Chapter 8 in Electronic Word of Mouth (eWOM) in the Marketing Context, 2017, pp 109-110 from Springer

Abstract: Abstract This book was written to provide a comprehensive overview on the subject of eWOM communications from a marketing perspective. eWOM communications have developed from traditional WOM communications. Even though eWOM is mostly anonymous and happens between people with weak ties, in comparison with traditional WOM, it is more powerful because it has a significant reach and it is publicly available. The key areas of the literature were examined, including motivations to engage in eWOM, its persuasiveness, its impact, and how to manage it. Most of the studies examined these areas separately; however, it is necessary to take into account all eWOM communication facets in order to use them successfully in business. For example, persuasiveness of eWOM communications depends on consumer motivations to use them, which in turn influences information adoption, affecting purchase intention, and hence sales.

Keywords: Marketing Strategy; Purchase Intention; Comprehensive Overview; Social Media Platform; Consumer Characteristic (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:spbrcp:978-3-319-52459-7_8

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DOI: 10.1007/978-3-319-52459-7_8

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