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Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

2015-08-28 Business & Economics
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Release : 2015-08-28
Genre : Business & Economics
Kind : eBook
Book Rating : 505/5 ( reviews)

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Book Synopsis Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace by : Rathore, Sumangla

Download or read book Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace written by Rathore, Sumangla. This book was released on 2015-08-28. Available in PDF, EPUB and Kindle. Book excerpt: With the growth of information technology—and the Internet in particular—many new communication channels and platforms have emerged. These platforms are focused on being not only user friendly, but also highly interactive, providing many unique ways to create and distribute content. Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace explores the way these new channels and platforms affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing. Featuring a special emphasis on social media, blogging, viral marketing, and other forms of e-communication, this timely reference source is essential for students, researchers, academics, and marketing practitioners.

Electronic Word of Mouth (eWOM) in the Marketing Context

2017-02-15 Computers
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Release : 2017-02-15
Genre : Computers
Kind : eBook
Book Rating : 593/5 ( reviews)

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Book Synopsis Electronic Word of Mouth (eWOM) in the Marketing Context by : Elvira Ismagilova

Download or read book Electronic Word of Mouth (eWOM) in the Marketing Context written by Elvira Ismagilova. This book was released on 2017-02-15. Available in PDF, EPUB and Kindle. Book excerpt: This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.

The Emerald Handbook of Computer-Mediated Communication and Social Media

2022-06-27 Computers
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Release : 2022-06-27
Genre : Computers
Kind : eBook
Book Rating : 978/5 ( reviews)

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Book Synopsis The Emerald Handbook of Computer-Mediated Communication and Social Media by : Jeremy Harris Lipschultz

Download or read book The Emerald Handbook of Computer-Mediated Communication and Social Media written by Jeremy Harris Lipschultz. This book was released on 2022-06-27. Available in PDF, EPUB and Kindle. Book excerpt: Uniquely relating social media communication research to its computer-mediated communication foundation, as well as digital and emerging media trends, this handbook is an indispensable resource whether you're a graduate student or a seasoned practitioner.

Visitor Management in Tourist Destinations

2016-12-07 Business & Economics
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Release : 2016-12-07
Genre : Business & Economics
Kind : eBook
Book Rating : 352/5 ( reviews)

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Book Synopsis Visitor Management in Tourist Destinations by : Julia N Albrecht

Download or read book Visitor Management in Tourist Destinations written by Julia N Albrecht. This book was released on 2016-12-07. Available in PDF, EPUB and Kindle. Book excerpt: Visitor management may be considered as a component of destination management at all levels of a destination. It involves a wide range of stakeholders. This book demonstrates current knowledge on visitor management. Visitor Management in Tourism Destinations provides insight into critical concepts such as the visitor experience, service quality, the uses of indicators and frameworks, and interpretation. It also addresses current issues including the social and political dimensions of visitor management, the implementation of monitoring, vandalism and augmented reality. Authored by leading international researchers in the field of visitor management research, this book is primarily aimed at researchers and postgraduate students.

Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications

2018-01-05 Business & Economics
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Release : 2018-01-05
Genre : Business & Economics
Kind : eBook
Book Rating : 883/5 ( reviews)

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Book Synopsis Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources

Download or read book Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources. This book was released on 2018-01-05. Available in PDF, EPUB and Kindle. Book excerpt: Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

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