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  5. The Use of Children's eWOM in Marketing Communications

The Use of Children's eWOM in Marketing Communications

来源 :香港城市大学,西安交通大学,南卡罗来纳大学 | 被引量 : 0次 | 上传用户：e1025
【摘 要】
：
Online electronic word of mouth(eWOM)has become an important issue among firms that are in need to improve marketing communications for business growth.By using message-based approach,firms can identi
【作 者】
：
Tong (Tony) Bao Tung-lung Steven Chang Alex J.Kim 
【机 构】
：
Marketing and International Business Department,LIU-Post,USA
【出 处】
：
香港城市大学,西安交通大学,南卡罗来纳大学
【发表日期】
：
2015年4期
【关键词】
：
children's electronic word-of-mouth word-of-mouth online user reviews marke 
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　　Online electronic word of mouth(eWOM)has become an important issue among firms that are in need to improve marketing communications for business growth.By using message-based approach,firms can identify opinion leaders from social media as disseminators for seeding strategy in their marketing communication campaigns(Bao & Chang,2014).
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