Electronic Word Of Mouth Ewom In The Marketing Context
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Author |
: Elvira Ismagilova |
Publisher |
: Springer |
Total Pages |
: 148 |
Release |
: 2017-02-15 |
ISBN-10 |
: 9783319524597 |
ISBN-13 |
: 3319524593 |
Rating |
: 4/5 (97 Downloads) |
Synopsis Electronic Word of Mouth (eWOM) in the Marketing Context by : Elvira Ismagilova
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.
Author |
: Elvira Ismagilova |
Publisher |
: Springer |
Total Pages |
: 0 |
Release |
: 2017-02-22 |
ISBN-10 |
: 3319524585 |
ISBN-13 |
: 9783319524580 |
Rating |
: 4/5 (85 Downloads) |
Synopsis Electronic Word of Mouth (eWOM) in the Marketing Context by : Elvira Ismagilova
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.
Author |
: Khosrow-Pour, D.B.A., Mehdi |
Publisher |
: IGI Global |
Total Pages |
: 1350 |
Release |
: 2006-03-31 |
ISBN-10 |
: 9781591408000 |
ISBN-13 |
: 1591408008 |
Rating |
: 4/5 (00 Downloads) |
Synopsis Encyclopedia of E-Commerce, E-Government, and Mobile Commerce by : Khosrow-Pour, D.B.A., Mehdi
[Administration (référence électronique)].
Author |
: Cherniece J. Plume |
Publisher |
: Chandos Publishing |
Total Pages |
: 184 |
Release |
: 2016-09-30 |
ISBN-10 |
: 9780081017579 |
ISBN-13 |
: 008101757X |
Rating |
: 4/5 (79 Downloads) |
Synopsis Social Media in the Marketing Context by : Cherniece J. Plume
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
Author |
: Wolfgang Weitzl |
Publisher |
: Springer |
Total Pages |
: 385 |
Release |
: 2016-10-04 |
ISBN-10 |
: 9783658158897 |
ISBN-13 |
: 3658158891 |
Rating |
: 4/5 (97 Downloads) |
Synopsis Measuring Electronic Word-of-Mouth Effectiveness by : Wolfgang Weitzl
Wolfgang Weitzl introduces a novel perspective for measuring consumer trust in eWOM by applying a rigid scale development process. In doing so, the research aims to set new methodical standards for developing reliable, valid and practicable research instruments. Most importantly, however, the research offers valuable insights into the nature and role of consumer-initiated vs. marketer-initiated online communication in an intercultural context by conducting a series of qualitative and quantitative surveys using samples from three countries.
Author |
: Nripendra P. Rana |
Publisher |
: Springer Nature |
Total Pages |
: 337 |
Release |
: 2019-11-11 |
ISBN-10 |
: 9783030243746 |
ISBN-13 |
: 3030243745 |
Rating |
: 4/5 (46 Downloads) |
Synopsis Digital and Social Media Marketing by : Nripendra P. Rana
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.
Author |
: Hans Ruediger Kaufmann |
Publisher |
: |
Total Pages |
: |
Release |
: 2019-08 |
ISBN-10 |
: 1522585761 |
ISBN-13 |
: 9781522585763 |
Rating |
: 4/5 (61 Downloads) |
Synopsis Exploring the Power of Electronic Word-Of-Mouth in the Services Industry by : Hans Ruediger Kaufmann
"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"--
Author |
: Shuang Wu |
Publisher |
: Springer Nature |
Total Pages |
: 701 |
Release |
: 2020-06-15 |
ISBN-10 |
: 9783030391652 |
ISBN-13 |
: 3030391655 |
Rating |
: 4/5 (52 Downloads) |
Synopsis Marketing Opportunities and Challenges in a Changing Global Marketplace by : Shuang Wu
This proceedings volume explores marketing opportunities and challenges that exist in the current, fast-changing landscape of the global marketplace. Current global issues such as the rising middle class in emerging markets, disruptive technological breakthroughs, big data analytics, changing consumer habits and concerns over national trade policies have renewed ethical concerns around consumer privacy and the tools companies use to operate, market to, connect and build a relationship with their customers. Featuring the full proceedings from the 2019 Academy of Marketing Science (AMS) Annual Conference held in Vancouver, Canada, this book explores and assess the rate of change that drives companies to evaluate and adapt their marketing strategies to remain competitive. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author |
: Wilson Ozuem |
Publisher |
: Springer Nature |
Total Pages |
: 471 |
Release |
: 2021-07-17 |
ISBN-10 |
: 9783030703240 |
ISBN-13 |
: 303070324X |
Rating |
: 4/5 (40 Downloads) |
Synopsis The Art of Digital Marketing for Fashion and Luxury Brands by : Wilson Ozuem
This book explores omnichannel fashion and luxury retailing with a particular emphasis on the role of computer-mediated marketing environments in determining a consumer’s purchase and post-purchase trajectories. The fashion industry has evolved rapidly over the last few years with the diffusion of fast fashion and luxury democratization, not to mention the advent of ICT and the development of communication. Today, fashion companies face new challenges, such as how to manage brands and how to choose between marketplaces and digital marketspaces. While some companies focus on one channel selection, others embrace the omnichannel choice and look for a balance between the two environments. Whatever the strategy, it is essential to manage these touch-points in order to create interaction between consumers and brands, provide meaningful customer experiences, and to maximize customers’ engagement. An insightful read for scholars in marketing, fashion and retail, this book investigates the triangulation between branding, marketplace, and marketspace and its impact on the organization.
Author |
: Eastin, Matthew S. |
Publisher |
: IGI Global |
Total Pages |
: 768 |
Release |
: 2010-07-31 |
ISBN-10 |
: 9781605667935 |
ISBN-13 |
: 1605667935 |
Rating |
: 4/5 (35 Downloads) |
Synopsis Handbook of Research on Digital Media and Advertising: User Generated Content Consumption by : Eastin, Matthew S.
"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.