New Perspectives In Marketing By Word Of Mouth
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New Perspectives In Marketing By Word Of Mouth
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Author : Emerald Group Publishing Limited
language : en
Publisher: Emerald Group Publishing
Release Date : 2015-10-21
New Perspectives In Marketing By Word Of Mouth written by Emerald Group Publishing Limited 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 2015-10-21 with Business & Economics categories.
New Perspectives on Marketing by Word-of-Mouth offers insight to a world where consumers play an even bigger part in the building or breaking of a company's reputation. Some of the things the book will explain include:- How brand love is built in the fashion industry - How larger organisations effectively respond to negative social media.
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.
Marketing Management In Turkey
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Author : Selcen Ozturkcan
language : en
Publisher: Emerald Group Publishing
Release Date : 2018-07-30
Marketing Management In Turkey written by Selcen Ozturkcan 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 2018-07-30 with Business & Economics categories.
Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of the world's emerging economies—namely, the Turkish economy, which according to a recent PWC report could outstrip the Italian economy by 2030 in many areas.
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?
The Experience Logic As A New Perspective For Marketing Management
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Author : Tonino Pencarelli
language : en
Publisher: Springer
Release Date : 2018-04-13
The Experience Logic As A New Perspective For Marketing Management written by Tonino Pencarelli and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-04-13 with Business & Economics categories.
This book provides stimulating insights into the ways in which the adoption of experience logic can revitalize marketing perspectives and stimulate novel approaches to the creation and delivery of value. The first part of the book, which has a theoretical focus, reviews the international literature and offers conceptual observations on the experiential perspective. Suggestions are made on how experience logic can act as a new driver for the management of marketing processes in firms within the context of the experience economy. In the second part of the book, attention turns to the applications of experience logic in different sectors, including tourism, commerce, culture, and trade shows. Company-specific examples of benefits of the experiential approach are also explored in case studies on gift box providers, marketing of traditional local products, and the cosmetics industry. The book will be of particular interest for marketing specialists, but will additionally be of value for managers in private companies and public bodies who wish to enhance their marketing methods.
New Perspectives In Hospitality Management
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Author : Emerald Group Publishing Limited
language : en
Publisher: Emerald Group Publishing
Release Date : 2015-10-30
New Perspectives In Hospitality Management written by Emerald Group Publishing Limited 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 2015-10-30 with Business & Economics categories.
New Perspectives in Hospitality Management is a unique collection of articles that represent the very highest level of scholarship in the sphere of hospitality research. The articles published in this collection identify some emergent themes that have subsequently established themselves as key trends among academics in the field.
Good Practices And New Perspectives In Information Systems And Technologies
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Author : Álvaro Rocha
language : en
Publisher: Springer Nature
Release Date :
Good Practices And New Perspectives In Information Systems And Technologies written by Álvaro Rocha 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.
New Perspectives On Commerce Management Volume 1
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Author : Sruthi. S, Dr.Pragya Singh ,Er. Yogendra Kumar
language : en
Publisher: Nitya Publications
Release Date : 2022-01-01
New Perspectives On Commerce Management Volume 1 written by Sruthi. S, Dr.Pragya Singh ,Er. Yogendra Kumar and has been published by Nitya Publications this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-01 with Business & Economics categories.
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.