Electronic Word Of Mouth As A Promotional Technique

Electronic Word Of Mouth As A Promotional Technique Book in PDF, ePub and Kindle version is available to download in english. Read online anytime anywhere directly from your device. Click on the download button below to get a free pdf file of Electronic Word Of Mouth As A Promotional Technique book. This book definitely worth reading, it is an incredibly well-written.

Electronic Word of Mouth as a Promotional Technique

Shu-Chuan Chu,Juran Kim,Charles R. Taylor
Electronic Word of Mouth as a Promotional Technique Book PDF

Author : Shu-Chuan Chu,Juran Kim,Charles R. Taylor
Publisher : Routledge
Page : 168 pages
File Size : 54,5 Mb
Release : 2020-04-17
Category : Social Science
ISBN : 9780429780363

Get Book

Electronic Word of Mouth as a Promotional Technique by Shu-Chuan Chu,Juran Kim,Charles R. Taylor Pdf

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.

Electronic Word of Mouth (eWOM) in the Marketing Context

Elvira Ismagilova,Yogesh K. Dwivedi,Emma Slade,Michael D. Williams
Electronic Word of Mouth eWOM in the Marketing Context Book PDF

Author : Elvira Ismagilova,Yogesh K. Dwivedi,Emma Slade,Michael D. Williams
Publisher : Springer
Page : 138 pages
File Size : 40,7 Mb
Release : 2017-02-15
Category : Computers
ISBN : 9783319524597

Get Book

Electronic Word of Mouth (eWOM) in the Marketing Context by Elvira Ismagilova,Yogesh K. Dwivedi,Emma Slade,Michael D. Williams Pdf

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.

Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

Rathore, Sumangla
Capturing Analyzing and Managing Word of Mouth in the Digital Marketplace Book PDF

Author : Rathore, Sumangla
Publisher : IGI Global
Page : 309 pages
File Size : 55,9 Mb
Release : 2015-08-28
Category : Business & Economics
ISBN : 9781466694507

Get Book

Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace by Rathore, Sumangla Pdf

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.

Social Media in the Marketing Context

Cherniece J. Plume,Yogesh K. Dwivedi,Emma L. Slade
Social Media in the Marketing Context Book PDF

Author : Cherniece J. Plume,Yogesh K. Dwivedi,Emma L. Slade
Publisher : Chandos Publishing
Page : 182 pages
File Size : 47,9 Mb
Release : 2016-09-30
Category : Computers
ISBN : 9780081017579

Get Book

Social Media in the Marketing Context by Cherniece J. Plume,Yogesh K. Dwivedi,Emma L. Slade Pdf

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media

Positioning for Advantage

Kimberly A. Whitler
Positioning for Advantage Book PDF

Author : Kimberly A. Whitler
Publisher : Columbia University Press
Page : 327 pages
File Size : 43,7 Mb
Release : 2021-09-07
Category : Business & Economics
ISBN : 9780231548113

Get Book

Positioning for Advantage by Kimberly A. Whitler Pdf

Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the “theory-doing gap”—understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools—from strategic positioning concepts to strategy mapping to influencer maps—Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.

Encyclopedia of E-Commerce, E-Government, and Mobile Commerce

Khosrow-Pour, D.B.A., Mehdi
Encyclopedia of E Commerce E Government and Mobile Commerce Book PDF

Author : Khosrow-Pour, D.B.A., Mehdi
Publisher : IGI Global
Page : 1350 pages
File Size : 43,8 Mb
Release : 2006-03-31
Category : Business & Economics
ISBN : 9781591408000

Get Book

Encyclopedia of E-Commerce, E-Government, and Mobile Commerce by Khosrow-Pour, D.B.A., Mehdi Pdf

[Administration (référence électronique)].

Artificial Neural Networks and Structural Equation Modeling

Alhamzah Alnoor,Khaw Khai Wah,Azizul Hassan
Artificial Neural Networks and Structural Equation Modeling Book PDF

Author : Alhamzah Alnoor,Khaw Khai Wah,Azizul Hassan
Publisher : Springer Nature
Page : 336 pages
File Size : 45,7 Mb
Release : 2022-11-19
Category : Business & Economics
ISBN : 9789811965098

Get Book

Artificial Neural Networks and Structural Equation Modeling by Alhamzah Alnoor,Khaw Khai Wah,Azizul Hassan Pdf

This book goes into a detailed investigation of adapting artificial neural network (ANN) and structural equation modeling (SEM) techniques in marketing and consumer research. The aim of using a dual-stage SEM and ANN approach is to obtain linear and non-compensated relationships because the ANN method captures non-compensated relationships based on the black box technology of artificial intelligence. Hence, the ANN approach validates the results of the SEM method. In addition, such the novel emerging approach increases the validity of the prediction by determining the importance of the variables. Consequently, the number of studies using SEM-ANN has increased, but the different types of study cases that show customization of different processes in ANNs method combination with SEM are still unknown, and this aspect will be affecting to the generation results. Thus, there is a need for further investigation in marketing and consumer research. This book bridges the significant gap in this research area. The adoption of SEM and ANN techniques in social commerce and consumer research is massive all over the world. Such an expansion has generated more need to learn how to capture linear and non-compensatory relationships in such area. This book would be a valuable reading companion mainly for business and management students in higher academic organizations, professionals, policy-makers, and planners in the field of marketing. This book would also be appreciated by researchers who are keenly interested in social commerce and consumer research.

Presentation Zen

Garr Reynolds
Presentation Zen Book PDF

Author : Garr Reynolds
Publisher : Pearson Education
Page : 324 pages
File Size : 55,6 Mb
Release : 2007-12-17
Category : Business & Economics
ISBN : 9780132484602

Get Book

Presentation Zen by Garr Reynolds Pdf

This enhanced e-book combines video and text to create a learning experience that is engaging, informative and fun. In addition to the full text of Presentation Zen, you’ll find high-quality video training that brings the topics to life through friendly visual instruction from experts and industry professionals. Best-selling author and authority on presentation design and delivery Garr Reynolds invites you to create provocative presentations with solid designs and Zen simplicity. This enhanced e-book combines a 50-minute video by Garr as well as the groundbreaking book Presentation Zen. Together they will challenge you to go beyond the conventional slide presentation style and think more creatively to achieve simpler, more effective presentations. You’ll learn to: •¿¿ ¿plan and prepare your presentations, and craft your story with storyboarding techniques •¿¿ ¿utilize design principles that enable you to communicate messages more effectively and emotionally •¿¿ ¿deliver your presentations by successfully connecting with your audience This provocative mix of illumination, inspiration, education, and guidance will change the way you think about making presentations with PowerPoint or Keynote. Presentation Zen challenges the conventional wisdom of making "slide presentations" in today’s world and encourages you to think differently and more creatively about the preparation, design, and delivery of your presentations. Garr shares lessons and perspectives that draw upon practical advice from the fields of communication and business. FOREWORD BY GUY KAWASAKI Presentation Zen, The Video has won numerous awards, most recently a CINE Golden Eagle Award and a a Silver Telly Award.

Digital and Social Media Marketing

Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Digital and Social Media Marketing Book PDF

Author : Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi
Publisher : Springer Nature
Page : 337 pages
File Size : 45,9 Mb
Release : 2019-11-11
Category : Business & Economics
ISBN : 9783030243746

Get Book

Digital and Social Media Marketing by Nripendra P. Rana,Emma L. Slade,Ganesh P. Sahu,Hatice Kizgin,Nitish Singh,Bidit Dey,Anabel Gutierrez,Yogesh K. Dwivedi Pdf

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

The Anatomy of Buzz

Emanuel Rosen
The Anatomy of Buzz Book PDF

Author : Emanuel Rosen
Publisher : Crown Currency
Page : 322 pages
File Size : 44,8 Mb
Release : 2002-05-14
Category : Business & Economics
ISBN : 9780385505123

Get Book

The Anatomy of Buzz by Emanuel Rosen Pdf

A groundbreaking guide to creating the word-of-mouth magic that cuts through the skepticism and information overload of today's consumers, and drives sales-and profits-to new heights. What turns a "sleeper" into a box-office bonanza or catapults a just-released book to the top of bestseller lists? How do people decide which car to buy, which fashions fit the image they seek, and even which movie to see? Despite the daily assault of advertising and other traditional marketing strategies, statistics show that consumers are overwhelmingly persuaded by word of mouth-the recommendations of friends and the "buzz" that develops in the marketplace. As Newsweek recently proclaimed, "Buzz greases the great conveyor belt of culture and commerce, moving everything from movies to fashions of the body and mind faster and faster." In The Anatomy of Buzz, former marketing VP Emanuel Rosen pinpoints the products and services that benefit the most from buzz-a universe that embraces everything from high-tech equipment to books, various consumer and entertainment products to legal and other support services-and offers specific strategies for creating and sustaining effective word-of-mouth campaigns. Drawing from interviews with more than 150 executives, marketing leaders, and researchers who have successfully built buzz for major brands, Rosen describes the ins and outs of attracting the attention of influential first users and "big-mouth" movers and shakers. He also discusses proven techniques for stimulating customer-to-customer selling-including how companies can spread the word to new territories by taking advantage of customer hubs and networks on the Internet and elsewhere. Recent surveys show that 58 percent of young people rely to some extent on others when selecting a car, 53 percent of moviegoers follow the recommendations of friends, and 65 percent of the people who bought a Palm organizer were inspired by the enthusiasm of others. With The Anatomy of Buzz, business leaders have what they need to start the buzz and reignite excitement about a product or service stalled in a holding pattern, or launch a new product into the stratosphere.

Exploring the Power of Electronic Word-Of-Mouth in the Services Industry

Hans Ruediger Kaufmann,Sandra Maria Correia Loureiro
Exploring the Power of Electronic Word Of Mouth in the Services Industry Book PDF

Author : Hans Ruediger Kaufmann,Sandra Maria Correia Loureiro
Publisher : Unknown
Page : 128 pages
File Size : 54,5 Mb
Release : 2019-08
Category : Internet advertising
ISBN : 1522585761

Get Book

Exploring the Power of Electronic Word-Of-Mouth in the Services Industry by Hans Ruediger Kaufmann,Sandra Maria Correia Loureiro Pdf

"This book examines the importance and the effective utilization of eWOM content for the positioning of products and services that illustrate the value of user generated content for influencing customer decision making in diverse business sectors"--

The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing (Second Version)

Haibin ZHANG
The Influence Mechanism of Internet Word of Mouth on Consumer Behavior A Contrastive Study between Japan and China on Tablet Marketing Second Version Book PDF

Author : Haibin ZHANG
Publisher : Scientific Research Publishing, Inc. USA
Page : 168 pages
File Size : 50,6 Mb
Release : 2022-12-01
Category : Antiques & Collectibles
ISBN : 9781649976185

Get Book

The Influence Mechanism of Internet Word-of-Mouth on Consumer Behavior: A Contrastive Study between Japan and China on Tablet Marketing (Second Version) by Haibin ZHANG Pdf

该研究揭示了几个发现：首先，多媒体表达在中国和日本都是网络口碑的重要因素，尤其是在日本消费者中。其次，日本消费者在打算购买时更喜欢传播口碑信息。第三，有用性会影响中国的传播意图，尽管日本似乎并非如此。第四，有用性和信任可以相互增强。最后，提高购买意愿的最佳解决方案可能不是同时增加能力信任和正直信任。

Tools and Techniques for Implementing International E-Trading Tactics for Competitive Advantage

Meral, Yurdagül
Tools and Techniques for Implementing International E Trading Tactics for Competitive Advantage Book PDF

Author : Meral, Yurdagül
Publisher : IGI Global
Page : 395 pages
File Size : 48,9 Mb
Release : 2019-09-20
Category : Business & Economics
ISBN : 9781799800378

Get Book

Tools and Techniques for Implementing International E-Trading Tactics for Competitive Advantage by Meral, Yurdagül Pdf

The use of ICT applications has dipped into almost every aspect of the business sector, including trade. With the volume of e-commerce increasing, international traders must switch their rules and practices to e-trade to survive in such a competitive market. However, the complexity of international trade, which covers customs processes, different legislation, specific documentation requirements, different languages, different currencies, and different payment systems and risk, presents its own challenges in this transition. Tools and Techniques for Implementing International E-Trading Tactics for Competitive Advantage examines the multidisciplinary approach of international e-trade as it applies to information technology, digital marketing, digital communication, online reputation management, and different legislation and risks. The content within this publication examines digital advertising, consumer behavior, and e-commerce and is designed for international traders, entrepreneurs, business professionals, researchers, academicians, and students.

The Secrets of Word-of-Mouth Marketing

George Silverman
The Secrets of Word of Mouth Marketing Book PDF

Author : George Silverman
Publisher : AMACOM
Page : 272 pages
File Size : 47,8 Mb
Release : 2011-02-23
Category : Business & Economics
ISBN : 9780814416693

Get Book

The Secrets of Word-of-Mouth Marketing by George Silverman Pdf

In the widely well-received first edition of The Secrets of Word-of-Mouth Marketing, author George Silverman provided readers step-by-step guidance with his innovative Decision Matrix for constructing a word-of-mouth marketing campaign that exponentially increases revenue. Now, extensively revised to reflect the profound changes in the marketplace--from new attitudes and communication methods, to new ways of relating to increasingly wary web and social media users--the second edition of this groundbreaking book shows readers how they can move beyond traditional approaches to identify potential buyers and compose the kind of message that inspires customers to spread the word about products and services. Featuring enlightening case studies and examples, The Secrets of Word-of-Mouth Marketing simplifies the process of choosing your delivery method, harnessing the power of influencers, and measuring results. Whether you’re wondering how to navigate the latest digital media or interested in learning what Malcolm Gladwell got wrong, this helpful tool is still the ultimate word on word of mouth.

Social Media Storms

Pernille Rydén,Muhammad Ismail Hossain,Efthymia Kottika,Vatroslav Škare
Social Media Storms Book PDF

Author : Pernille Rydén,Muhammad Ismail Hossain,Efthymia Kottika,Vatroslav Škare
Publisher : Routledge
Page : 123 pages
File Size : 50,6 Mb
Release : 2021-08-25
Category : Business & Economics
ISBN : 9781000432763

Get Book

Social Media Storms by Pernille Rydén,Muhammad Ismail Hossain,Efthymia Kottika,Vatroslav Škare Pdf

This fascinating new book explores the benefits and dynamics of social media storms and identifies the possible opportunities that they present for further engagement with customers. It provides actionable managerial advice on planning for, measuring, and innovatively navigating social media storms. Based on a sound theoretical background and illustrated by vivid real-life examples and case studies throughout every chapter, this book combines thorough explanations of the elements of business decision-making, market interaction, consumer psychology, branding, and business communication. In comparison to the existing literature, the book departs from the classical, but insufficient crisis communication management approaches to suggest novel frameworks and tools for empowering businesses, consumers, and broader societies in the digital age. Social Media Storms: Empowering Leadership Beyond Crisis Management provides advanced undergraduate and postgraduate digital marketing, marketing communications, strategy, and crisis management students with a comprehensive understanding of the social media storm phenomenon and helps marketing and communications professionals to leverage the opportunities that social media storms are bringing.