Electronic Word of Mouth Communications (eWOM): Characteristic Features and Persuasive Effects
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.
Title in EnglishElectronic Word of Mouth Communications (eWOM): Characteristic Features and Persuasive Effects