"This book examines the importance and the effective utilization of eWOM content for the positioning of products and services that illustrate the value of user

This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overv

Currently, most organizations are dependent on IS/ICT in order to support their business strategies. IS/ICT can promote the implementation of strategies and enh

Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, busine

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment