Share

Electronic Word of Mouth as a Promotional Technique

2020-04-17 Social Science
Download Electronic Word of Mouth as a Promotional Technique PDF Online Free

Author :
Release : 2020-04-17
Genre : Social Science
Kind : eBook
Book Rating : 362/5 ( reviews)

GET EBOOK


Book Synopsis Electronic Word of Mouth as a Promotional Technique by : Shu-Chuan Chu

Download or read book Electronic Word of Mouth as a Promotional Technique written by Shu-Chuan Chu. This book was released on 2020-04-17. Available in PDF, EPUB and Kindle. Book excerpt: Recent years have seen digital advertising grow to the point where it will soon overtake television as the no. 1 advertising medium. In the online environment, consumers interact and share their thoughts on brands and their experiences using them. These electronic word-of-mouth (eWOM) communications have become a very important to the success of products. In today’s cluttered environment, it is especially important to study how the practice of eWOM advertising operates, and how marketers can influence eWOM in social media and other online sites. This volume starts with a chapter on the current state of knowledge on eWOM and then turns its attention to current research articles on a variety of eWOM formats. These include the posting of selfies on social media, the influence of review types on consumer perception and purchase intention, the effects of preannouncement messages, and how user-generated content can be used to induce effectiveness of eWOM on social media. The relationship of eWOM to brand building is emphasized in several of the chapters. This book was originally published as a special issue of the International Journal of Advertising.

Electronic Word of Mouth (eWOM) in the Marketing Context

2017-02-15 Computers
Download Electronic Word of Mouth (eWOM) in the Marketing Context PDF Online Free

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

GET EBOOK


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.

Social Media in the Marketing Context

2016-09-30 Computers
Download Social Media in the Marketing Context PDF Online Free

Author :
Release : 2016-09-30
Genre : Computers
Kind : eBook
Book Rating : 57X/5 ( reviews)

GET EBOOK


Book Synopsis Social Media in the Marketing Context by : Cherniece J. Plume

Download or read book Social Media in the Marketing Context written by Cherniece J. Plume. This book was released on 2016-09-30. Available in PDF, EPUB and Kindle. Book excerpt: Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media

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

2015-08-28 Business & Economics
Download Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace PDF Online Free

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

GET EBOOK


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.

Exploring the Power of Electronic Word-Of-Mouth in the Services Industry

2019-08 Internet advertising
Download Exploring the Power of Electronic Word-Of-Mouth in the Services Industry PDF Online Free

Author :
Release : 2019-08
Genre : Internet advertising
Kind : eBook
Book Rating : 763/5 ( reviews)

GET EBOOK


Book Synopsis Exploring the Power of Electronic Word-Of-Mouth in the Services Industry by : Hans Ruediger Kaufmann

Download or read book Exploring the Power of Electronic Word-Of-Mouth in the Services Industry written by Hans Ruediger Kaufmann. This book was released on 2019-08. Available in PDF, EPUB and Kindle. Book excerpt: "This book examines the importance and the effective utilization of eWOM content for the positioning of products and services that illustrate the value of user generated content for influencing customer decision making in diverse business sectors"--

You may also like...