Igniting the Flame with Electronic Word-of-mouth in Digital Marketing

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Bu, Yi
Thaichon, Park
Parkinson, Joy
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Thaichon, Park
Ratten, Vanessa
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2021
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Abstract

This chapter is a descriptive study of digital marketing to stimulate electronic word-of-mouth (e-WOM) through the social impact of content creation. This chapter firstly introduces the background, concept, and development of e-WOM. Secondly, discuss the relationship between digital marketing and e-WOM. Finally, make recommendations for the business. In the discussion of the relationship between digital marketing and e-WOM, this chapter expounds the social impact of content-generating, one of the essential means in digital marketing. It discusses the relationship between social impact and e-WOM. This chapter can provide references and the basis for exploring the relationship between digital marketing and e-WOM.

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Developing Digital Marketing: Relationship Perspectives
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Marketing
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Bu, Y; Thaichon, P; Parkinson, J, Igniting the Flame with Electronic Word-of-mouth in Digital Marketing, Developing Digital Marketing: Relationship Perspectives, 2021, pp. 181-190
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