Listar por tema "Word-of-mouth"
Mostrando ítems 1-2 de 2
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The new on-line marketing medium: viral marketing. Analysis of the field through two case studies
(2014) Trabajo Fin de Grado/Gradu Amaierako Lana
Purpose: This paper synthesizes the emerging literature on viral marketing through the analysis of two case studies and identifies and evaluates important factors that need to be considered when organizing a viral marketing ... -
Spread the word – The effect of word of mouth in e-marketing
Aramendia Muneta, María Elena
(De Gruyter, 2017)
Capítulo de libro / Liburuen kapitulua
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, ...
