Browsing Conferences - Business & Management by Subject "eWOM"

Now showing items 1-2 of 2

    • Encouraging adoption and usage of eWOM: the factors contributing to employee brand advocacy. 

      Keenan Gaylard, Aisling; Torres, Ann M. (IAM, 2018-09)
      Social Media platforms offer businesses new ways to strength customer relationships, create brand awareness and develop loyal customers. Electronic word of mouth (eWOM) initiatives such as visually enriched content makes ...

    • Inspired employees encourage eWOM. 

      Keenan Gaylard, Aisling (Academy of Marketing, 2019-07)
      This pilot examines whether employees in SMEs within the food and drinks sector promote their business through eWOM. Another consideration is whether employees adopt and use eWOM because they are motivated by their job ...