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dc.creatorAramendia Muneta, María Elenaes_ES
dc.date.accessioned2022-04-05T14:30:03Z
dc.date.available2022-04-05T14:30:03Z
dc.date.issued2017
dc.identifier.citationAramendia-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/10.1515/9783110416794-013en
dc.identifier.urihttps://hdl.handle.net/2454/42659
dc.description.abstractWord 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 benefien
dc.format.extent19 p.
dc.format.mimetypeapplication/pdfen
dc.language.isoengen
dc.publisherDe Gruyteren
dc.relation.ispartofG. Siegert, M. B. Von Rimscha, & S. Grubenmann (Eds.), Commercial Communication in the Digital Age (pp. 227–245). Berlin: De Gruyter, 2017. https://doi.org/10.1515/9783110416794en
dc.rights© 2017 Maria Elena Aramendia-Muneta. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.en
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/
dc.subjectWord-of-mouthen
dc.subjectBrand reputationen
dc.subjectCommentsen
dc.subjectSocial networksen
dc.titleSpread the word – The effect of word of mouth in e-marketingen
dc.typeCapítulo de libro / Liburuen kapituluaes
dc.typeinfo:eu-repo/semantics/bookParten
dc.contributor.departmentGestión de Empresases_ES
dc.contributor.departmentEnpresen Kudeaketaeu
dc.rights.accessRightsAcceso abierto / Sarbide irekiaes
dc.rights.accessRightsinfo:eu-repo/semantics/openAccessen
dc.identifier.doi10.1515/9783110416794-013
dc.relation.publisherversionhttps://doi.org/10.1515/9783110416794-013
dc.type.versionVersión publicada / Argitaratu den bertsioaes
dc.type.versioninfo:eu-repo/semantics/publishedVersionen


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© 2017 Maria Elena Aramendia-Muneta. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
Except where otherwise noted, this item's license is described as © 2017 Maria Elena Aramendia-Muneta. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.

El Repositorio ha recibido la ayuda de la Fundación Española para la Ciencia y la Tecnología para la realización de actividades en el ámbito del fomento de la investigación científica de excelencia, en la Línea 2. Repositorios institucionales (convocatoria 2020-2021).
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