Electronic Word of Mouth as a Promotional Technique is popular PDF and ePub book, written by Shu-Chuan Chu in 2020-04-17, it is a fantastic choice for those who relish reading online the Social Science genre. Let's immerse ourselves in this engaging Social Science book by exploring the summary and details provided below. Remember, Electronic Word of Mouth as a Promotional Technique can be Read Online from any device for your convenience.
Electronic Word of Mouth as a Promotional Technique Book PDF Summary
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.
Detail Book of Electronic Word of Mouth as a Promotional Technique PDF
- Author : Shu-Chuan Chu
- Release : 17 April 2020
- Publisher : Routledge
- ISBN : 9780429780363
- Genre : Social Science
- Total Page : 168 pages
- Language : English
- PDF File Size : 17,9 Mb
If you're still pondering over how to secure a PDF or EPUB version of the book Electronic Word of Mouth as a Promotional Technique by Shu-Chuan Chu, don't worry! All you have to do is click the 'Get Book' buttons below to kick off your Download or Read Online journey. Just a friendly reminder: we don't upload or host the files ourselves.