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

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

Hans Ruediger Kaufmann (University of Applied Management Studies, Germany) and Sandra Maria Correia Loureiro (Instituto Universitário de Lisboa, Portugal)
Projected Release Date: July, 2019|Copyright: © 2020 |Pages: 390
ISBN13: 9781522585756|ISBN10: 1522585753|EISBN13: 9781522585770|DOI: 10.4018/978-1-5225-8575-6

Description

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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