The personal computer has revolutionized communication, and digitized text has introduced a radically new medium of expression. Interactive, volatile, mixing wo

This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overv

"This book examines the importance and the effective utilization of eWOM content for the positioning of products and services that illustrate the value of user

This book investigates how marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic