Exploring the Power of Electronic Word-of-Mouth in the Services Industry
- Length: 492 pages
- Edition: 1
- Language: English
- Publisher: Business Science Reference
- Publication Date: 2019-07-15
- ISBN-10: 1522585753
- ISBN-13: 9781522585756
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.