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

by Hans Ruediger Kaufmann

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

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.

Book Information

ISBN: 9781522585756
Publication date: 30th November 2019
Author: Hans Ruediger Kaufmann
Publisher: IGI Global
Format: Hardback
Pagination: 390 pages
Categories: Sales & marketing, Service industries, Social networking, Industrial applications of scientific research & technological innovation,

About Hans Ruediger Kaufmann

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