This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM)
communications and its role in marketing. The book begins with an overview of traditional
word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional
and online WOM. The book examines why people engage in eWOM communications but also how
consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book
identifies current gaps in the eWOM research but also highlights future directions for this
growing field. eWOM is an important marketing technique in brand communications and it plays
an important role in modern e-commerce. Marketers become extremely interested in enhancing the
power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can
be beneficial for companies. This book should be a good resource for scholars and practitioners
that need to understand the pervasive effects of eWOM.
