ISBN-13: 9781138360907 / Angielski / Twarda / 2018 / 168 str.
ISBN-13: 9781138360907 / Angielski / Twarda / 2018 / 168 str.
This book explores the current state of knowledge on how electronic word-of-mouth (eWOM) can help or hurt brands. A series of articles explores how marketers can use eWOM to help build brands as well as how negative eWOM can be harmful to brands. This book was originally published as a special issue of the International Journal of Advertising.