Once upon a word... -- ... social media amplified the voice for WOM -- People started talking negatively about brands on SNS... -- ... this impacted other consumer's reactions -- So how can you deal with NSWOM?

Cover -- Half Title -- Series Information -- Title Page -- Copyright Page -- Dedication -- Table of contents -- Figures -- Acknowledgements -- Introduction -- 1 Once upon a word… -- Rumors or word of mouth? -- Towards a comprehensive definition of WOM -- WOM in marketing: the birth of WOMM --...