{"product_id":"electronic-word-of-mouth-as-a-promotional-technique-taylor-francis-ltd-9781138360907-new-insights-from-social-media-shu-chuan-chu","title":"Electronic Word of Mouth as a Promotional Technique","description":"\u003cp\u003eThis book explores the current state of knowledge on how electronic word-of-mouth (eWOM) can help or hurt brands. A series of articles explores how marketers can use eWOM to help build brands as well as how negative eWOM can be harmful to brands. This book was originally published as a special issue of the International Journal of Advertising.\u003c\/p\u003e","brand":"Shu-Chuan Chu","offers":[{"title":"Default Title","offer_id":52245062713686,"sku":"9781138360907","price":187.94,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0886\/3206\/6390\/files\/9781138360907.jpg?v=1767769069","url":"https:\/\/www.englishbook.pt\/products\/electronic-word-of-mouth-as-a-promotional-technique-taylor-francis-ltd-9781138360907-new-insights-from-social-media-shu-chuan-chu","provider":"Bookshop","version":"1.0","type":"link"}