Electronic Word Of Mouth As A Promotional Technique
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Electronic Word Of Mouth As A Promotional Technique
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Author : Shu-Chuan Chu
language : en
Publisher: Routledge
Release Date : 2020-04-17
Electronic Word Of Mouth As A Promotional Technique written by Shu-Chuan Chu and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-04-17 with Social Science categories.
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
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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.
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.
Social Media In The Marketing Context
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Author : Cherniece J. Plume
language : en
Publisher: Chandos Publishing
Release Date : 2016-09-30
Social Media In The Marketing Context written by Cherniece J. Plume and has been published by Chandos Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-09-30 with Computers categories.
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
Encyclopedia Of E Commerce E Government And Mobile Commerce
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Author : Khosrow-Pour, D.B.A., Mehdi
language : en
Publisher: IGI Global
Release Date : 2006-03-31
Encyclopedia Of E Commerce E Government And Mobile Commerce written by Khosrow-Pour, D.B.A., Mehdi and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-03-31 with Business & Economics categories.
[Administration (référence électronique)].
Exploring The Power Of Electronic Word Of Mouth In The Services Industry
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Author : Hans Ruediger Kaufmann
language : en
Publisher:
Release Date : 2019-08
Exploring The Power Of Electronic Word Of Mouth In The Services Industry written by Hans Ruediger Kaufmann and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-08 with Internet advertising categories.
"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"--
Word Of Mouth And Its Impact On Marketing
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Author : Fatima Naz
language : en
Publisher: GRIN Verlag
Release Date : 2013-11-11
Word Of Mouth And Its Impact On Marketing written by Fatima Naz and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-11-11 with Business & Economics categories.
Essay from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 17, , course: business, language: English, abstract: In view of growing of the internet users for e-commerce and taking into account the emergent impact of word of mouth phenomenon this research have different aims. The aims of this study was built following dissimilar discussion with teachers and colleagues enlightening that word of mouth information for online purchasing do not have the same effect for everybody. Then they were born following dissimilar researchers together with what was already done in previous researches and what was completed. As a result different aims were drawn; the initial aim of this research is to study the attention of the customers in word of mouth to power their online purchasing activities. The next aim is to analyze the people influenced by interest of word of mouth. The following aim is to examine the marketing behavior bearing in mind the internet progress and word of mouth, their consideration for word of mouth marketing. In the form of research questions the aims of study are: How community utilizes and multiplies word of mouth information about online purchasing experience? How communities perceive word of mouth marketing? How marketers take word of mouth phenomenon and how they handle it?
Digital And Social Media Marketing
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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11
Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Online Consumer Psychology
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Author : Curtis P. Haugtvedt
language : en
Publisher: Psychology Press
Release Date : 2005-03-23
Online Consumer Psychology written by Curtis P. Haugtvedt and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-03-23 with Business & Economics categories.
Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.
Implementing Word Of Mouth Marketing
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Author : Idil M. Cakim
language : en
Publisher: John Wiley & Sons
Release Date : 2009-12-15
Implementing Word Of Mouth Marketing written by Idil M. Cakim and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-12-15 with Business & Economics categories.
Learn to capitalize on online word of mouth, leverage its power, and measure results of your initiatives Savvy, strategic, and right on time, Implementing Word of Mouth Marketing is the essential guide for any company or organization needing to understand the dynamics of online word of mouth. This powerful book will coach you to identify your own set of online influencers, craft the stories that will resonate with your consumers, and spread messages through cybercitizens who are social media experts. Guides you to identify and engage your online influencers to manage your reputation, promote your brands, and sell your products Reveals how word of mouth disperses online Explores strategies for your organization to engage its online advocates, tap into networks, and to mobilize the masses Explains how to design online word of mouth campaigns Includes measurement tools to gauge the impact word of mouth campaigns Filled with case studies, research, and check lists, this invaluable guide will definitively show you how to leverage the power of online advocates to pass along stories, deliver recommendations, and draw people to purchasing points.