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How to Mobilize Social Word of Mouth (sWOM)
Each day, millions of consumers venture online to search and exchange product information and to seek out and share opinions. Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries (King, Racherla, and Bush 2014). A significant portion of eWOM occurs on social media platforms. Whether it is a status update to Facebook of an upcoming vacation, a picture of a laundry room makeover on Pinterest, or a YouTube video discussing the features on the new iPhone, consumers are turning to a variety of social platforms to make everyday purchasing decisions easier for themselves and others…
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Produktdetails
Weitere Autoren: Muñoz, Caroline K.
- ISBN: 978-1-63157-442-9
- EAN: 9781631574429
- Produktnummer: 22312196
- Verlag: Business Expert Press
- Sprache: Englisch
- Erscheinungsjahr: 2017
- Seitenangabe: 242 S.
- Plattform: EPUB
- Masse: 4'226 KB
Über den Autor
Natalie T. Wood, PhD, is associate professor of marketing at Saint Joseph's University. Dr. Wood teaches social media and consumer behavior. Her research has been published in several journals, including, The Journal of Consumer Behaviour, Journal of Marketing Education, The International Journal of Internet Marketing and Advertising, and Journal of Marketing Communications and Business Horizons.
4 weitere Werke von Natalie T. Wood:
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