一般注記Includes bibliographical references and index
Summary: "This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it. Consumer Behaviour and Social Networks tackles different themes relating to negative eWOM. Drawing on both intensive scientific research and professional examples, it bridges the gap between the academic and professional worlds. The book contrasts negative social eWOM to traditional WOM while discussing the specificities of different social networking sites in diffusing such information. It looks at why and how consumers decide to create, share and react to negative social eWOM, suggesting that there are more reasons than are commonly presumed for consumers to articulate themselves on these platforms. It also provides an appreciation of Millennial behaviours with regards to negative social eWOM and how it can alter their decision-m
連携機関・データベース国立情報学研究所 : CiNii Research
NACSIS書誌ID（NCID）https://ci.nii.ac.jp/ncid/BC03250997 : BC03250997