Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours

The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours

The impact of electronic word-of-mouth (eWOM) on consumer behaviours
Hongfei Liu Ahmed Shaalan Chanaka Jayawardhena


Consumers have always had a propensity to share their personal experiences of products/services/brands with others. Marketers have long appreciated the importance of such user-generated content and Ernest Dichter coined the term ‘word of mouth’ (WOM) advertising in 1966. In online environments, electronic word-of-mouth (eWOM) has become important to consumers, marketing academics and marketing practitioners. In an era where technology is ever-developing, the Internet is increasingly playing a vital role in our lives. In 2021, the number of Internet users had reached 4.54 billion, accounting for 59% of the world's ...

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