Word of Mouth and Social Media

Business & Finance, Marketing & Sales, Research, Nonfiction, Social & Cultural Studies, Social Science
Cover of the book Word of Mouth and Social Media by , Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: ISBN: 9781317689973
Publisher: Taylor and Francis Publication: December 19, 2016
Imprint: Routledge Language: English
Author:
ISBN: 9781317689973
Publisher: Taylor and Francis
Publication: December 19, 2016
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book Black British Drama by
Cover of the book The Routledge Handbook of Muslim-Jewish Relations by
Cover of the book EU-US Cooperation on Internal Security by
Cover of the book The Properties Director's Toolkit by
Cover of the book Provision Mapping and the SEND Code of Practice by
Cover of the book The Stock Exchange by
Cover of the book Doing Creative Writing by
Cover of the book Commercial and Business Organizations Law in Papua New Guinea by
Cover of the book Domestic Wastewater Treatment in Developing Countries by
Cover of the book Transaction Costs & Trade Between Multinational Corporations (RLE International Business) by
Cover of the book Revolution, Counter-Revolution and Revisionism in Postcolonial Africa by
Cover of the book Thinking About The Curriculum (Routledge Revivals) by
Cover of the book Modern Geography by
Cover of the book The Harvard Lectures by
Cover of the book School Leadership - Heads on the Block? by
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy