Managing eWOM

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 7 in Electronic Word of Mouth (eWOM) in the Marketing Context, 2017, pp 97-108 from Springer

Abstract: Abstract The shift of traditional WOM to the Internet environment introduced new opportunities for companies to reach raw data in colossal quantities. eWOM communications (e.g. tweets, online reviews, and blogs) became a source of “Big Data” of real consumer sharing behaviour (Berger 2014; Dirsehan 2015). Users embrace online platforms and eWOM to make their message heard and to influence outcomes (Kietzmann et al. 2011). As eWOM communications are ranked the most important information source during consumers’ purchase decisions, it is crucial for companies to manage them. Thus, the purpose of this chapter is to provide an overview of the techniques available to manage eWOM communications.

Keywords: Purchase Intention; Sentiment Analysis; Response Strategy; Online Platform; Social Media Platform (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_7

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DOI: 10.1007/978-3-319-52459-7_7

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