Routledge - Electronic Word of Mouth as a Promotional Technique

Digital advertising is rapidly evolving and is expected to surpass television as the leading advertising medium. In this modern online environment, consumer interactions and shared experiences regarding brands play a significant role in product success. This book explores the impact of electronic word-of-mouth (eWOM) communications and how they shape consumer behavior. As the digital landscape becomes more crowded, understanding how eWOM advertising operates is essential for modern marketing. This volume provides new insights into how marketers can influence discussions on social media and various online platforms. By studying these communication patterns, readers gain a better understanding of how to navigate the shift from traditional advertising to digital-first strategies. This text is designed for those looking to understand the mechanics of online brand interaction and the power of consumer-led digital promotion.