When Virality Builds Brands: The Power of eWOM in Digital Campaigns

Smart innovation, systems and technologies 2026

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Authors: Valeria Irala, Francisco Arbaiza
DOI: 10.1007/978-3-032-09911-2_24
Cited by: 0
References: 9

Fields of Study & Subjects

Digital Marketing and Social Media Consumer Retail Behavior Studies Consumer Behavior in Brand Consumption and Identification

Publication details

Journal / source
Smart innovation, systems and technologies
Pages
236–246
Publication date
1 January 2026
Language
EN