Abstract
Consumers today face many informational benefits and challenges owing to the Internet. However, with information being seamless, limitless, and often anonymous, what is noise and what is valuable information? This information overload is one of the reasons why understanding online word of mouth (eWOM) becomes pivotal to consumers for their decision making as well as essential to marketers to know where to focus their efforts.
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© 2015 Academy of Marketing Science
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King, R., Racherla, P. (2015). The Evolution and Impact of Online Word-of-Mouth (eWOM) Research: A Structured Review and Integrated Model. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_36
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DOI: https://doi.org/10.1007/978-3-319-10912-1_36
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10911-4
Online ISBN: 978-3-319-10912-1
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