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What is eWOM

Chapter 19
Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics
It refers to the digital word of mouth (i.e., comments or reviews included in social networking or web pages about a brand).
Published in Chapter:
Evolving Faster Than Lightning: How Is Digital Marketing Changing the Brand? The Future for Digital Marketing Tools
Danny C. Barbery-Montoya (Universidad de Especialidades Espíritu Santo, Ecuador)
Copyright: © 2019 |Pages: 17
DOI: 10.4018/978-1-5225-8939-6.ch019
Abstract
This chapter aims to show the extent of digital marketing when using technological tools to create interaction between the company, customers, and stakeholders. The literature about the main tech tools used nowadays was extensively read to develop this chapter. Next, the authors delve into the digital behavior of the consumer when using these tools. Thus, they propose the OXS model to show the stages of eBehavior and connected with digital marketing tools (DMT) backed with security, which creates a new value string (digital) that results in a more powerful and effective eWOM. The proposal of this model explains the classification of brands within the digital context.
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Chapter 3
Electronic Word of Mouth (eWOM) Strategies to Manage Innovation and Digital Business Model
Any positive or negative statement made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and institutions via the internet.
Published in Chapter: Electronic Word of Mouth (eWOM) Strategies to Manage Innovation and Digital Business Model; From: Managing Diversity, Innovation, and Infrastructure in Digital Business
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Chapter 12
Are Online Reviews Helpful for Consumers?: Big Data Evidence From Services Industry
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Chapter 13
Exploring the Role of Social Media Marketing in the Education Sector
Consumers' sharing information about product, services, brand, or a company via electronic word of mouth, i.e., via social media or digital channels.
Published in Chapter: Exploring the Role of Social Media Marketing in the Education Sector; From: EdTech Economy and the Transformation of Education
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Chapter 4
Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook
Communication for the purpose of information sharing between individuals through the Internet and electronic media.
Published in Chapter: Storytelling as an Approach to Voice Complaints and eWOM on Social Media/Facebook; From: Exploring the Power of Electronic Word-of-Mouth in the Services Industry
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Chapter 140
Electronic Word-of-Mouth Communication
The spreading of online reviews, arguments, and recommendations concerning personal experiences with specific products or service providers for persuading targeted viewers.
Published in Chapter: Electronic Word-of-Mouth Communication; From: Encyclopedia of E-Commerce Development, Implementation, and Management
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Chapter 4
E-WOM as a New Paradigm in the Consumer Decision-Making Process
Any positive or negative statement made by potential, actual, or former customers about a product or company that is made available to a multitude of people and institutions via the internet.
Published in Chapter: E-WOM as a New Paradigm in the Consumer Decision-Making Process; From: Managing Diversity, Innovation, and Infrastructure in Digital Business
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Chapter 9
System and Environment for Tourism 4.0: How Does a Digital System Work for the Promotion and Evaluation of Gastronomic Tourism Fairs?
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