#Share : how to mobilize social word of mouth (sWOM)
Natalie T. Wood, Caroline K. Muñoz
Informasi Umum
Kode
25.21.1538
Klasifikasi
302.302 85 - Online social networks
Jenis
Buku - Elektronik (E-Book)
Subjek
Online Social Networks
No. Rak
Tel-U Bandung - Gedung Manterawu Lantai 5 : Rak 7a
Tel-U Purwokerto : Rak 4
Dilihat
26 kali
Informasi Lainnya
Abstraksi
Each day, millions of consumers venture online to search and exchange product information, 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 of an upcoming vacation on Facebook, 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. Indeed, social word of mouth (sWOM)--a subset of eWOM--has incredible reach with the potential to influence over 2billion active social media consumers. The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. Our goal in writing this book was to bring together industry best practices and academic research to help you construct social media content that speaks with your brand voice, stimulates engagement, inspires consumers to share (#share), and that complies with industry and federal guidelines. Each chapter highlights a key area of sWOM that will further your understanding of the topic and provides actionable information to assist you in mobilizing positive sWOM for your company.
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Pengarang
| Nama | Natalie T. Wood, Caroline K. Muñoz |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Business Expert Press |
| Kota | New York |
| Tahun | 2017 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
