Name: Word of Mouth and Social Media (en Inglés)
Price: 184276.00 COP
Availability: InStock
Author: Kimmel Allan J.,Kitchen Philip J.
ISBN: 9781032929033

portada Word of Mouth and Social Media (en Inglés)

Word of Mouth and Social Media (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Kimmel Allan J.,Kitchen Philip J.

Idioma

Inglés

N° páginas

176

Encuadernación

Tapa Blanda

ISBN13

9781032929033

N° edición

Word of Mouth and Social Media (en Inglés)

Kimmel Allan J.,Kitchen Philip J. (Autor) · Routledge · Tapa Blanda

Libro Nuevo Importado

Envío: 21 a 27 días háb.

$ 307.126$ 184.276

-40%

Costos de importación incluídos en el precio ✅

Libro Nuevo

Quedan 14 unidades

$ 184.276

¡Envío Gratis! Llega entre el 01 Sep y el 10 Sep a Bogota, Cundinamarca. Seleccionar ubicación

Agregar a lista de deseos

Reseña del libro "Word of Mouth and Social Media (en Inglés)"

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.