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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: 978-1-63157-441-2
- EAN: 9781631574412
- Produktnummer: 22450495
- Verlag: Business Expert Press
- Sprache: Englisch
- Erscheinungsjahr: 2017
- Seitenangabe: 254 S.
- Masse: H22.9 cm x B15.2 cm x D1.3 cm 374 g
- Abbildungen: Paperback
- Gewicht: 374
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