The characteristics and business impact of children’s electronic word of mouth in marketing communications
Volume: 38, Issue: 5, Pages: 731 - 759
Published: Jan 26, 2019
Abstract
Leading digital technology companies have shown a strong interest in enabling children to send electronic word of mouth (eWOM). Recasting children from passive to active participants in marketing communications, this shift expands children’s marketing practices from how companies influence children via traditional marketing communications, to how children influence companies’ marketing practices through eWOM. We apply the...
Paper Details
Title
The characteristics and business impact of children’s electronic word of mouth in marketing communications
Published Date
Jan 26, 2019
Volume
38
Issue
5
Pages
731 - 759
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