Marketing madness : Using eWOM marketing to boost cosmetic product performance via social media

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings eWOM remains a large element to any advertising on social media platforms due to it being free but also the fact that it demonstrably improves the sales performance of products and services. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.