This chapter is a descriptive study of digital marketing to stimulate electronic word-of-mouth (e-WOM) through the social impact of content creation. This chapter firstly introduces the background, concept, and development of e-WOM. Secondly, discuss the relationship between digital marketing and e-WOM. Finally, make recommendations for the business. In the discussion of the relationship between digital marketing and e-WOM, this chapter expounds the social impact of content-generating, one of the essential means in digital marketing. It discusses the relationship between social impact and e-WOM. This chapter can provide references and the basis for exploring the relationship between digital marketing and e-WOM.
Bu, Y., Thaichon, P. and Parkinson, J. (2021), "Igniting the Flame with Electronic Word-of-mouth in Digital Marketing", Thaichon, P. and Ratten, V. (Ed.) Developing Digital Marketing, Emerald Publishing Limited, Bingley, pp. 181-190. https://doi.org/10.1108/978-1-80071-348-220211010
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