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XXVII Congreso de Marketing AEMARK 2015: [libro de actas]

Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa; AEMARK (ESIC, 2015) info:eu-repo/semantics/conferenceObject,

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, ...