Capturing Analyzing And Managing Word Of Mouth In The Digital Marketplace
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Capturing Analyzing And Managing Word Of Mouth In The Digital Marketplace
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Author : Rathore, Sumangla
language : en
Publisher: IGI Global
Release Date : 2015-08-28
Capturing Analyzing And Managing Word Of Mouth In The Digital Marketplace written by Rathore, Sumangla and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-08-28 with Business & Economics categories.
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
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Author : Elvira Ismagilova
language : en
Publisher: Springer
Release Date : 2017-02-15
Electronic Word Of Mouth Ewom In The Marketing Context written by Elvira Ismagilova and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-02-15 with Computers categories.
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 Audience And Business Of Youtube And Online Videos
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Author : Louisa Ha
language : en
Publisher: Rowman & Littlefield
Release Date : 2018-06-06
The Audience And Business Of Youtube And Online Videos written by Louisa Ha and has been published by Rowman & Littlefield this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-06-06 with Language Arts & Disciplines categories.
The Audience and Business of YouTube and Online Videos is a thorough analysis of YouTube audiences and creators of online videos that considers how the coexistence of user-generated and professional media content on YouTube makes the site a unique platform in the ever-expanding online video industry. Using a mixed method approach, the authors examine the underexplored business side of YouTube with a focus on product review videos, brand videos, sponsored videos, and online video advertising. This book also addresses recent developments such as YouTube Red subscription, pay TV, and movie services and discusses the future of online video audience research. Recommended for scholars interested in media studies, communication, marketing, and popular culture.
The Emerald Handbook Of Computer Mediated Communication And Social Media
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Author : Jeremy Harris Lipschultz
language : en
Publisher: Emerald Group Publishing
Release Date : 2022-06-27
The Emerald Handbook Of Computer Mediated Communication And Social Media written by Jeremy Harris Lipschultz and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-27 with Computers categories.
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.
Proceedings Of The Xvi International Symposium Symorg 2018
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Author : Nevenka Žarkić-Joksimović
language : en
Publisher: University of Belgrade, Faculty of Organizational Sciences
Release Date : 2018-06-12
Proceedings Of The Xvi International Symposium Symorg 2018 written by Nevenka Žarkić-Joksimović and has been published by University of Belgrade, Faculty of Organizational Sciences this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-06-12 with Business & Economics categories.
Information And Communication Technologies In Tourism 2018
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Author : Brigitte Stangl
language : en
Publisher: Springer
Release Date : 2017-12-22
Information And Communication Technologies In Tourism 2018 written by Brigitte Stangl and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-12-22 with Business & Economics categories.
This book presents the latest research into the application of information and communication technologies within the travel and tourism sectors. Readers will find insightful contributions on a wide range of topics, including digital marketing, social media and online travel reviews, mobile computing, augmented and virtual reality, gamification, recommender systems, electronic distribution, online education and learning, and the sharing economy. Particular attention is devoted to the actual and potential impact of big data, and the development and implementation of digital strategies, including digital marketing and the digital economy. In addition to the description of research advances and innovative concepts, a number of informative case studies are presented. The contents of the book are based on the 2018 ENTER eTourism conference, held in Jönköping, Sweden. The volume will appeal to all academics and practitioners with an interest in the most recent developments in eTourism.
Product Innovation Through Knowledge Management And Social Media Strategies
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Author : Goel, Alok Kumar
language : en
Publisher: IGI Global
Release Date : 2015-11-24
Product Innovation Through Knowledge Management And Social Media Strategies written by Goel, Alok Kumar and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-11-24 with Business & Economics categories.
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Visitor Management In Tourist Destinations
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Author : Julia N Albrecht
language : en
Publisher: CABI
Release Date : 2016-12-07
Visitor Management In Tourist Destinations written by Julia N Albrecht and has been published by CABI this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-12-07 with Business & Economics categories.
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.
Fuzzy Optimization And Multi Criteria Decision Making In Digital Marketing
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Author : Kumar, Anil
language : en
Publisher: IGI Global
Release Date : 2015-10-27
Fuzzy Optimization And Multi Criteria Decision Making In Digital Marketing written by Kumar, Anil and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-27 with Business & Economics categories.
Abstract: "This book applies fuzzy theory and multi-criteria decision making principles for better practice in the digital business environment through the use of timely research and case studies on practical implementation of such theories in the digital marketplace"--Provided by publisher
The Palgrave Handbook Of Interactive Marketing
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Author : Cheng Lu Wang
language : en
Publisher: Springer Nature
Release Date : 2023-01-25
The Palgrave Handbook Of Interactive Marketing written by Cheng Lu Wang and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-01-25 with Business & Economics categories.
Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world. This handbook contains the most comprehensive and cutting-edge knowledge in the interactive marketing field. The 41 chapters that are divided into eight sections cover all aspects of contemporary interactive marketing realm, including social media and influencer marketing, big data and machine learning in predictive analytics, mobile marketing and proximity marketing, interactive digital marketing and Omnichannel marketing, AI, VR and AR in business applications. With a focal point on interactive marketing, this handbook takes a multidiscipline perspective, from new technology innovations, social media and platform application, economic and cultural impacts, social and psychological analysis, and management and information system. This book provides a timely and comprehensive textbook companion and/or course project resource for college educators and students used for variety of graduate and undergraduate marketing courses, such as Digital Marketing, Internet Marketing, Social Media Marketing, New Media Communication, Marketing Analytics and Marketing Management, etc. It offers valuable references for academic researchers who are interesting conducting and publishing in interactive marketing research. The state-of-art review and emerging new trends presented in the book are particularly useful for research idea generation and conceptual development. The book also putts forward insightful guidelines and practical tools for business management in the application of new interactive marketing strategies and applications in the real world practices. Chapter 41 “Ethical Considerations in Gamified Interactive Marketing Praxis” is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.