E-WOM en redes socialesantecedentes y consecuencias
- Rejón Guardia, Francisco
- Sánchez Fernández, Juan
- Muñoz Leiva, Francisco
- Vázquez Casielles, Rodolfo (coord.)
- Trespalacios Gutiérrez, Juan Antonio (coord.)
- Estrada Alonso, Eduardo (coord.)
- González Mieres, Celina (coord.)
Publisher: KRK ; Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo
ISBN: 978-84-8367-431-4
Year of publication: 2013
Pages: 333-352
Type: Book chapter
Abstract
in recent years online social networks have become a phenomenon of great importance and acceptance by companies and users. it distinguished for the active consumers participation related with share content and valuable information with their contacts. online social networks become a crucial place to comment, analyze and make recommendations on brands, products and services by the ewom (electronic word-of-mouth), that representing a particularly and powerful predecessor of the activity on these sites. This chapter presents a conceptual analysis of ewom, the motivation to do it and its effects.