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

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

Sandra Maria Correia Loureiro (Instituto Universitário de Lisboa, Portugal) and Hans Ruediger Kaufmann (University of Applied Management Studies, Germany)
Release Date: July, 2019|Copyright: © 2020 |Pages: 463
ISBN13: 9781522585756|ISBN10: 1522585753|EISBN13: 9781522585770|DOI: 10.4018/978-1-5225-8575-6


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.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Brand Personalities
  • Consumer Electronics
  • Data Mining
  • Electronic Word-of-Mouth (eWOM)
  • Luxury Concierge Industry
  • Marketing
  • Online Engagement
  • Quality Management
  • Service Industry
  • Social Media

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Sandra Maria Correia Loureiro’s current research interests include relationship marketing and new technologies (VR, AR, AI), tourism marketing, and corporate social responsibility issues. She has published in top journals such as: Journal of retailing, Journal of business research, International journal of hospitality research, Journal of product and brand management, Journal of retailing and consumer services or International journal of tourism research. She recently won the 2012 Best Paper Premier Award presented by the Global Marketing Conference (comprised of EMAC, ANZMAC, KSMS, and the Japanese Association of Marketing). Highly Commended paper Award 2014 - 7th EuroMed Conference and EuroMed Research Business Institute (EMRBI), Highly Commended paper Award 2016 - 9th EuroMed Conference and EuroMed Research Business Institute (EMRBI), Best Paper Award 2016- ICCMI 2016, Highly Commended paper in the 2017 Emerald Literati Network Awards for Excellence, Best Paper Award TomiWorld 2017 for Marketing, Promotion & Consumer Behavior and Highly Commended paper in the 2018 Emerald Literati Network Awards for Excellence.
Hans Ruediger Kaufmann, after appointments as manager, consultant and academic in 5 European countries, is currently Full Professor in Marketing in the School of Business of the University of Nicosia. He was President of CIRCLE (2007-2009) and is currently Vice-President of EMBRI and was a founding member in both institutions. He is a board member of the American Marketing Association Global Marketing SIG. He is member of the editorial board of a variety of journals and an Associate Editor of the World Review of Entrepreneurship, Management and Sustainable Development. He published a large number of journal articles and is author/editor of 8 books (mainly in the field of Consumer Behaviour and Marketing) and 4 Electronic Books (Thompson Reuters accredited conference proceedings). He is Visiting Professor to the International Business School of Vilnius University and an Adjunct Professor of the University of Vitez.