Spread the word – The effect of word of mouth in e-marketing

Aramendia Muneta, María Elena

Publication:
Spread the word – The effect of word of mouth in e-marketing

dc.contributor.author	Aramendia Muneta, María Elena
dc.contributor.department	Gestión de Empresas	es_ES
dc.contributor.department	Enpresen Kudeaketa	eu
dc.date.accessioned	2022-04-05T14:30:03Z
dc.date.available	2022-04-05T14:30:03Z
dc.date.issued	2017
dc.description.abstract	Word of mouth (WOM) is an extraordinary mechanism with which to spread information and disinformation. There is an interaction between WOM and eWOM, creating different channels for the dissemination of information. However, this information cannot be controlled by marketers; at least this is seldom the case. Positive and negative comments are found in eWOM and they have a powerful influence on credibility, trust and persuasiveness, where influ- encers play a main role. Brand reputation is shaped by the flow of information and disinformation on the Internet. Social networks are a real tool with which to create and place information. A comment may greatly benefit consumers, pre- venting uncertainty and boosting sales. eWOM disseminates both information and disinformation, and so internet users and marketers are faced with the problem of how to turn this to their own benefi	en
dc.format.extent	19 p.
dc.format.mimetype	application/pdf	en
dc.identifier.citation	Aramendia-Muneta, M. E. (2017). Spread the Word – The Effect of Word of Mouth in e-Marketing. In G. Siegert, M. B. Von Rimscha, & S. Grubenmann (Eds.), Commercial Communication in the Digital Age (pp. 227–245). Berlin: De Gruyter. https://doi.org/10.1515/9783110416794-013	en
dc.identifier.doi	10.1515/9783110416794-013
dc.identifier.uri	https://academica-e.unavarra.es/handle/2454/42659
dc.language.iso	eng	en
dc.publisher	De Gruyter	en
dc.relation.ispartof	G. Siegert, M. B. Von Rimscha, & S. Grubenmann (Eds.), Commercial Communication in the Digital Age (pp. 227–245). Berlin: De Gruyter, 2017. https://doi.org/10.1515/9783110416794	en
dc.relation.publisherversion	https://doi.org/10.1515/9783110416794-013
dc.rights	© 2017 Maria Elena Aramendia-Muneta. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.	en
dc.rights.accessRights	Acceso abierto / Sarbide irekia	es
dc.rights.accessRights	info:eu-repo/semantics/openAccess	en
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/3.0/
dc.subject	Word-of-mouth	en
dc.subject	Brand reputation	en
dc.subject	Comments	en
dc.subject	Social networks	en
dc.title	Spread the word – The effect of word of mouth in e-marketing	en
dc.type	info:eu-repo/semantics/bookPart
dc.type.version	Versión publicada / Argitaratu den bertsioa	es
dc.type.version	info:eu-repo/semantics/publishedVersion	en
dspace.entity.type	Publication
relation.isAuthorOfPublication	0eef96ca-add5-4c6a-91af-1222eeddc04e
relation.isAuthorOfPublication.latestForDiscovery	0eef96ca-add5-4c6a-91af-1222eeddc04e

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