Measuring Electronic Word Of Mouth Effectiveness
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Measuring Electronic Word Of Mouth Effectiveness
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Author : Wolfgang Weitzl
language : en
Publisher: Springer
Release Date : 2016-10-04
Measuring Electronic Word Of Mouth Effectiveness written by Wolfgang Weitzl and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-04 with Business & Economics categories.
Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the research offers valuable insights into the nature and role of consumer-initiated vs. marketer-initiated online communication in an intercultural context by conducting a series of qualitative and quantitative surveys using samples from three countries.
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.
Ecsm 2023 10th European Conference On Social Media
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Author : Iwona Lupa-Wójcik
language : en
Publisher: Academic Conferences and publishing limited
Release Date : 2023-05-18
Ecsm 2023 10th European Conference On Social Media written by Iwona Lupa-Wójcik and has been published by Academic Conferences and publishing limited this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05-18 with Business & Economics categories.
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
New Opportunities For Sentiment Analysis And Information Processing
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Author : Sharaff, Aakanksha
language : en
Publisher: IGI Global
Release Date : 2021-06-25
New Opportunities For Sentiment Analysis And Information Processing written by Sharaff, Aakanksha and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-06-25 with Computers categories.
Multinational organizations have begun to realize that sentiment mining plays an important role for decision making and market strategy. The revolutionary growth of digital marketing not only changes the market game, but also brings forth new opportunities for skilled professionals and expertise. Currently, the technologies are rapidly changing, and artificial intelligence (AI) and machine learning are contributing as game-changing technologies. These are not only trending but are also increasingly popular among data scientists and data analysts. New Opportunities for Sentiment Analysis and Information Processing provides interdisciplinary research in information retrieval and sentiment analysis including studies on extracting sentiments from textual data, sentiment visualization-based dimensionality reduction for multiple features, and deep learning-based multi-domain sentiment extraction. The book also optimizes techniques used for sentiment identification and examines applications of sentiment analysis and emotion detection. Covering such topics as communication networks, natural language processing, and semantic analysis, this book is essential for data scientists, data analysts, IT specialists, scientists, researchers, academicians, and students.
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.
Word Of Mouth And Social Media
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Author : Allan J. Kimmel
language : en
Publisher: Routledge
Release Date : 2016-12-19
Word Of Mouth And Social Media written by Allan J. Kimmel and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-12-19 with Business & Economics categories.
This collection examines a key new development in the contemporary marketing landscape, the relationship between the informal exchange of information and advice among consumers – known as word of mouth (WOM) – and emerging social media. Whereas WOM has been around since as long as people have engaged in conversations, its transmission is no longer limited to face-to-face interactions over the clothesline and across backyard fences. Today, the dissemination of WOM through online channels such as Facebook, Twitter, LinkedIn, YouTube channels, blogs, and consumer forums has significantly altered the alacrity by which product and service messages are spread across a dramatically expanded consumer audience. As marketing practitioners have come to recognize the power of online WOM in terms of its impact on consumer beliefs, attitudes, and purchasing behavior, effective strategies for leveraging the consumer conversation require greater insight and understanding of WOM and social media. Towards that end, this book offers ground-breaking research from an impressive array of internationally renowned marketing researchers on the nature and dynamics of WOM transmitted through social media channels, advancing our understanding of consumer influence, which to date has largely focused on offline WOM. Among the topical issues covered are best practices for marketing practitioners, the conversational nature of online WOM, the dynamic interplay between online and offline WOM, WOM measurement and monitoring, and cross-cultural influences on WOM. This book was originally published as a special issue of the Journal of Marketing Communications.
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"--
Sustainable Supply Chains 2 0
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Author : Blanka Tundys
language : en
Publisher: Springer Nature
Release Date :
Sustainable Supply Chains 2 0 written by Blanka Tundys and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on with categories.