Emma Slade: 3 books

‘The man with the gun pushed me down onto the carpet. I tried to cower to make my body curl smaller, instinctively covering my head. ‘Oh God, please don’t kill me.’ My words clung to my teeth and now my whole body was so cold. All I had left were these words. ‘Please. Please...

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 overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book...

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that...