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Managing eWOM

In: Electronic Word of Mouth (eWOM) in the Marketing Context

Author

Listed:
  • Elvira Ismagilova

    (Swansea University)

  • Yogesh K. Dwivedi

    (Swansea University)

  • Emma Slade

    (Swansea University)

  • Michael D. Williams

    (Swansea University)

Abstract

The shift of traditional WOM to the Internet environment introduced new opportunities for companies to reach raw data in colossal quantities. eWOM communications (e.g. tweets, online reviews, and blogs) became a source of “Big Data” of real consumer sharing behaviour (Berger 2014; Dirsehan 2015). Users embrace online platforms and eWOM to make their message heard and to influence outcomes (Kietzmann et al. 2011). As eWOM communications are ranked the most important information source during consumers’ purchase decisions, it is crucial for companies to manage them. Thus, the purpose of this chapter is to provide an overview of the techniques available to manage eWOM communications.

Suggested Citation

  • Elvira Ismagilova & Yogesh K. Dwivedi & Emma Slade & Michael D. Williams, 2017. "Managing eWOM," SpringerBriefs in Business, in: Electronic Word of Mouth (eWOM) in the Marketing Context, chapter 0, pages 97-108, Springer.
    • Handle: RePEc:spr:spbrcp:978-3-319-52459-7_7
    DOI: 10.1007/978-3-319-52459-7_7
    as

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