Electronic word of mouth as a tool of digital marketing communication – the essence, forms, and motivations
Journal Title: Zeszyty Naukowe Wyższej Szkoły Bankowej w Poznaniu - Year 2016, Vol 67, Issue 2
Abstract
The use of naturally occurring discussion as an instrument of marketing communication requires intuition, to prepare and plan, but most of all, an understanding of the essence, forms of word of mouth online (eWOM), and motivation for message generation. The purpose of this article is to identify the essence of eWOM in the context of traditional word of mouth (WOM), show an indication of the place and uses of eWOM as a tool of digital marketing communications, and ordering motives to generate and receive digital informal messages and determine their significanc.
Authors and Affiliations
Jolanta Tkaczyk
Keywords
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