Nieformalna komunikacja między konsumentami za pośrednictwem internetu (eWOM)
Charakter i efekty perswazyjne
Pages: 420
Book format: 15,8x23,5 cm
Publish date: 06.09.2023
E-book publication date: 08.09.2023
Book description
Electronic Word of Mouth Communications (eWOM): Characteristic Features and Persuasive Effects
About author
Małgorzata Budzanowska-Drzewiecka is an assistant professor at the Jagiellonian University in Krakow, Poland. Her research interests centre on consumer behaviours and communication on the Internet, especially in social media. In her work, she focuses on the persuasiveness of electronic word of mouth communication (eWOM). Her current research activity includes individuals’ pro-environmental behaviour.
Language
Polish
Title in English
Electronic Word of Mouth Communications (eWOM): Characteristic Features and Persuasive Effects
Edition
first
Cover design
Marta Jaszczuk
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