eWOM (electric word-of-mouth)
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substantivo
Contexto: "Tourism products are sold in advance of consumption, and decision-making in purchases relies significantly on positive stories and electric word-of-mouth (eWOM) via sites such as TripAdvisor and Facebook."
Fonte: LUND, Niels Frederik; COHEN, Scott A.; SCARLES, Caroline. The power of social media storytelling in destination branding. Journal of Destination Marketing & Management, v. 8, p. 271-280, 2018.
Fonte: LUND, Niels Frederik; COHEN, Scott A.; SCARLES, Caroline. The power of social media storytelling in destination branding. Journal of Destination Marketing & Management, v. 8, p. 271-280, 2018.
Termo equivalente: Divulgação Boca a Boca
Definição: "A word-of-mouth recommendation from a trusted source."
Fonte: BUGHIN, Jacques; DOOGAN, Jonathan; VETVIK, Ole Jorgen. A new way to measure word-of-mouth marketing. McKinsey Quarterly, v. 2, n. 1, p. 113-116, 2010.
Fonte: BUGHIN, Jacques; DOOGAN, Jonathan; VETVIK, Ole Jorgen. A new way to measure word-of-mouth marketing. McKinsey Quarterly, v. 2, n. 1, p. 113-116, 2010.
Definição em português: "Boca a Boca"