Tag: Word

This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.

Publisher ‏ : ‎ Routledge; 1st edition (1 August 2022)
Language ‏ : ‎ English
Paperback ‏ : ‎ 98 pages
ISBN-10 ‏ : ‎ 0367532867
ISBN-13 ‏ : ‎ 978-0367532864
Item Weight ‏ : ‎ 136 g
Dimensions ‏ : ‎ 13.97 x 0.58 x 21.59 cm
Country of Origin ‏ : ‎ India

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.

Publisher ‏ : ‎ Routledge; 1st edition (30 June 2020)
Language ‏ : ‎ English
Paperback ‏ : ‎ 168 pages
ISBN-10 ‏ : ‎ 036758476X
ISBN-13 ‏ : ‎ 978-0367584764
Item Weight ‏ : ‎ 331 g
Dimensions ‏ : ‎ 17.4 x 1.04 x 24.6 cm
Country of Origin ‏ : ‎ India

Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and provides principles of effective marketing communications in social media for different brand types and in different geographic markets.

Publisher ‏ : ‎ Routledge; 1st edition (1 August 2022)
Language ‏ : ‎ English
Paperback ‏ : ‎ 182 pages
ISBN-10 ‏ : ‎ 0367646226
ISBN-13 ‏ : ‎ 978-0367646226
Item Weight ‏ : ‎ 285 g
Dimensions ‏ : ‎ 15.6 x 1.07 x 23.39 cm
Country of Origin ‏ : ‎ India