Abstract
Consumers today face many informational benefits and challenges owing to the Internet. However, with information being seamless, limitless, and often anonymous, what is noise and what is valuable information? This information overload is one of the reasons why understanding online word of mouth (eWOM) becomes pivotal to consumers for their decision making as well as essential to marketers to know where to focus their efforts.
Cite
CITATION STYLE
King, R., & Racherla, P. (2015). The Evolution and Impact of Online Word-of-Mouth (eWOM) Research: A Structured Review and Integrated Model. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 124–127). Springer Nature. https://doi.org/10.1007/978-3-319-10912-1_36
Register to see more suggestions
Mendeley helps you to discover research relevant for your work.
