Capturing Analyzing And Managing Word Of Mouth In The Digital Marketplace
Download Capturing Analyzing And Managing Word Of Mouth In The Digital Marketplace PDF/ePub or read online books in Mobi eBooks. Click Download or Read Online button to get Capturing Analyzing And Managing Word Of Mouth In The Digital Marketplace book now. This website allows unlimited access to, at the time of writing, more than 1.5 million titles, including hundreds of thousands of titles in various foreign languages.
Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace
With the growth of information technology—and the Internet in particular—many new communication channels and platforms have emerged. These platforms are focused on being not only user friendly, but also highly interactive, providing many unique ways to create and distribute content. Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace explores the way these new channels and platforms affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing. Featuring a special emphasis on social media, blogging, viral marketing, and other forms of e-communication, this timely reference source is essential for students, researchers, academics, and marketing practitioners.
Electronic Word of Mouth (eWOM) in the Marketing Context
This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing. The book begins with an overview of traditional word-of-mouth (WOM) and its evolution to eWOM. It discusses the differences between traditional and online WOM. The book examines why people engage in eWOM communications, but also how consumers evaluate its persuasiveness. It also looks at the effects of eWOM. The book identifies current gaps in the eWOM research, but also highlights future directions for this growing field. eWOM is an important marketing technique in brand communications, and it plays an important role in modern e-commerce. Marketers become extremely interested in enhancing the power of eWOM developing loyalty programs and building brands. Studying the effect of eWOM can be beneficial for companies. This book should be a good resource for scholars and practitioners that need to understand the pervasive effects of eWOM.
The Emerald Handbook of Computer-Mediated Communication and Social Media
Author: Jeremy Harris Lipschultz
language: en
Publisher: Emerald Group Publishing
Release Date: 2022-06-27
Uniquely relating social media communication research to its computer-mediated communication foundation, as well as digital and emerging media trends, this handbook is an indispensable resource whether you're a graduate student or a seasoned practitioner.