Name: Electronic Word of Mouth as a Promotional Technique (en Inglés)
Price: 174289.00 COP
Availability: InStock
Author: Shu-Chuan Chu (Editor), Juran Kim (Editor), Charles R. Taylor (Editor)
ISBN: 9780367584764

portada Electronic Word of Mouth as a Promotional Technique (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Shu-Chuan Chu (Editor), Juran Kim (Editor), Charles R. Taylor (Editor)

Idioma

Inglés

N° páginas

168

Encuadernación

Tapa Blanda

ISBN13

9780367584764

N° edición

Electronic Word of Mouth as a Promotional Technique (en Inglés)

Shu-Chuan Chu (Editor), Juran Kim (Editor), Charles R. Taylor (Editor) (Autor) · Routledge · Tapa Blanda

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Reseña del libro "Electronic Word of Mouth as a Promotional Technique (en Inglés)"

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.