【摘 要】
：
Companies have become more interested in using electronic word of mouth(eWOM)as an important means for marketing communications that affects decisions of consumers in a highly connected world through
【机 构】
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Marketing and International Business Department,LIU-Post,USA
【出 处】
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华人学者营销协会,对外经济贸易大学
论文部分内容阅读
Companies have become more interested in using electronic word of mouth(eWOM)as an important means for marketing communications that affects decisions of consumers in a highly connected world through the Internet.Finding opinion leaders and using their eWOM has become a valuable addition to a companys marketing communication mix.Althoughscheduling is part of marketing communications planning,the timing effects about when andhow to use the opinion leaders eWOM has not been explicitly studied in the literature.Thispaper examines the aspects of timing effects of opinion leaders eWOM in terms of entry,spanand interval.Our study fills the gap in the eWOM research and provides managerial implicationsto marketing practices.
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