Special Issue Word Of Mouth And Social Media
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Special Issue Word Of Mouth And Social Media
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Author :
language : en
Publisher:
Release Date : 2014
Special Issue Word Of Mouth And Social Media written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
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.
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.
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.
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.
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.
Highly Recommended Harnessing The Power Of Word Of Mouth And Social Media To Build Your Brand And Your Business
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Author : Paul M. Rand
language : en
Publisher: McGraw Hill Professional
Release Date : 2013-09-20
Highly Recommended Harnessing The Power Of Word Of Mouth And Social Media To Build Your Brand And Your Business written by Paul M. Rand and has been published by McGraw Hill Professional this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-09-20 with Business & Economics categories.
WHAT DO YOU TRUST MORE--AN ADVERTISEMENT OR A FRIEND? Seize the power of today's most powerful marketing tool--WORD OF MOUTH According to Nielsen, 92 percent of consumers report that a word of mouth (WOM) recommendation is the top reason they buy a product or service. The founder of one of today's most successful digital and social marketing firms, Paul M. Rand has been at the forefront of WOM marketing since social media and smartphones began revolutionizing the way we do business. In Highly Recommended, Rand reveals how customer recommendations in the digital space have radically transformed the way people buy--which means you need to come up with new methods to reach customers and improve your products. Highly Recommended provides everything you need to seize the competitive edge and grow your company. Find out where and how your customers are talking about your brand Articulate your "Shareable Story" and get people talking Connect directly with your most influential customers Create compelling content to engage new customers Identify and neutralize negative commentary about your brand Build a true social business based on being the most highly recommended brand With WOM success stories from Stew Leonard's, Red Robin, Frito-Lay, Kimberly-Clark, Amazon, and other industry leaders, Highly Recommended puts you on the fast track to taking control of the dialogue about your business that’s already taking place. You have instant access to just about everything your customers are saying about you. You can't afford not to take advantage of this opportunity. And you can bet that your competition is working on it right now. The power of WOM can't be overstated. It's the most important marketing tool today. Apply the lessons of one of the pioneers of word of mouth marketing to ensure that your brand is Highly Recommended. PRAISE FOR HIGHLY RECOMMENDED: "Highly Recommended is an understatement. How about 'Must Read'? Paul is a five-star thinker. His attentive understanding of word of mouth ethics and message integrity deserves a million Likes." -- PETE BLACKSHAW, Global Head of Digital and Social Media, Nestle, and author of Satisfied Customers Tell Three Friends, Angry Customers Tell Three Thousand "Paul's book turns the traditional tenets of advertising on their end and empowers us to rethink marketing for the social economy. I highly recommend this book." -- ADAM BROWN, Executive Strategist, Salesforce.com, and former Executive Director of Social Media for Dell and The Coca-Cola Company "In Highly Recommended, Paul reveals that there is a science to being a successful social brand and lays out a compelling blueprint that separates the winners from the rest." -- ED KELLER, CEO, The Keller Fay Group, and coauthor of The Face-to-Face Book and The Influentials "While technology has permanently changed the economy, the lessons in Paul's book are timeless in many ways. Highly Recommended is one book that I will be looking at and learning from for years to come." -- PETE MARINO, Vice President of Communications, MillerCoors "'Would you recommend us to a friend?' It should be, 'Did you recommend us?' Paul shows why, in a time of connected consumerism, recommendations are more powerful than ever. Earn them!" -- BRIAN SOLIS, bestselling author of What's the Future of Business (WTF), and Principal Analyst, Altimeter Group “The author advises that a new business philosophy is required for engaging customers. Content marketing is that philosophy, providing information that is valued by customers and available at a time when the customer wants it. Rand views WOM (word of mouth) as the cornerstone of content marketing and customer service. Recommended.” -- CHOICE
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.
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.
Positioning For Advantage
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Author : Kimberly A. Whitler
language : en
Publisher: Columbia University Press
Release Date : 2021-09-07
Positioning For Advantage written by Kimberly A. Whitler and has been published by Columbia University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-07 with Business & Economics categories.
Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.