The Electronic Word
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The Electronic Word
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Author : Richard A. Lanham
language : en
Publisher: University of Chicago Press
Release Date : 2010-06-15
The Electronic Word written by Richard A. Lanham and has been published by University of Chicago Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-06-15 with Language Arts & Disciplines categories.
The personal computer has revolutionized communication, and digitized text has introduced a radically new medium of expression. Interactive, volatile, mixing word and image, the electronic word challenges our assumptions about the shape of culture itself. This highly acclaimed collection of Richard Lanham's witty, provocative, and engaging essays surveys the effects of electronic text on the arts and letters. Lanham explores how electronic text fulfills the expressive agenda of twentieth-century visual art and music, revolutionizes the curriculum, democratizes the instruments of art, and poses anew the cultural accountability of humanism itself. Persuading us with uncommon grace and power that the move from book to screen gives cause for optimism, not despair, Lanham proclaims that "electronic expression has come not to destroy the Western arts but to fulfill them." The Electronic Word is also available as a Chicago Expanded Book for your Macintosh®. This hypertext edition allows readers to move freely through the text, marking "pages," annotating passages, searching words and phrases, and immediately accessing annotations, which have been enhanced for this edition. In a special prefatory essay, Lanham introduces the features of this electronic edition and gives a vividly applied critique of this dynamic new edition.
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.
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"--
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.
Driving Consumer Engagement In Social Media
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Author : Anna Bianchi
language : en
Publisher: Routledge
Release Date : 2020-12-10
Driving Consumer Engagement In Social Media written by Anna Bianchi and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-12-10 with Business & Economics categories.
This book investigates how marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic market. It focuses on motivations and reveals why people exchange opinions about brands, products and services in the digital environment. It is written for scholars and researchers within the fields of marketing and communication.
Toward Hyperarchi Text
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Author : Richard A. Lanham
language : en
Publisher:
Release Date : 1993
Toward Hyperarchi Text written by Richard A. Lanham and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Architecture categories.
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.
Advances In Digital Marketing And Ecommerce
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Author : Francisco J. Martínez-López
language : en
Publisher: Springer Nature
Release Date : 2020-05-06
Advances In Digital Marketing And Ecommerce written by Francisco J. Martínez-López and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-05-06 with Business & Economics categories.
This book highlights the latest research presented at the first Digital Marketing & eCommerce Conference (Barcelona, Spain, June 2020). Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, social branding, business model, user privacy, and more.
How To Deal With Negative Electronic Word Of Mouth
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Author : Anonym
language : en
Publisher: GRIN Verlag
Release Date : 2011-09-14
How To Deal With Negative Electronic Word Of Mouth written by Anonym and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-09-14 with Business & Economics categories.
Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,7, University of Münster, language: English, abstract: In today's virtual era, the power of word-of-mouth has grown dramatically. Online customer-to-customer articulations have been proven to impact consumer attitudes and behavior and have therefore direct impact on a product's success and a company's performance. The aim of this paper is to approach a response to the question how companies should deal with negative electronic Word-of-Mouth (eWOM). After a brief introduction to prior research of eWOM and its valence, the development and consequences of negative online articulations will be dis-cussed. Following the relevant eWOM and company parameters are identified that determine the impact of negative eWOM on a brand. The first step in approaching a response decision which is tracing and measuring online articulations is ex-plained and resulting coping strategies in form of direct and indirect reactions to negative eWOM are illustrated. Finally, the paper explains how companies can guard against negative eWOM.
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)].