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Driving Consumer Engagement in Social Media - Influencing Electronic Word of Mouth (Paperback)
Loot Price: R1,203
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Driving Consumer Engagement in Social Media - Influencing Electronic Word of Mouth (Paperback)
Series: Routledge Studies in Marketing
Expected to ship within 12 - 17 working days
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Summarizing the extant research on marketing communications, social
media and word of mouth, this book clarifies terms often
incorrectly and interchangeably used by scholars and marketers and
provides principles of effective marketing communications in social
media for different brand types and in different geographic
markets. Conversations among consumers on social media now have an
unprecedented ability to shape attitudes toward people, products,
services, brands and to influence buying decisions. Consequently,
the digital era brings to the fore the importance of interpersonal
relations and the power of personal recommendations. This book is
the first to empirically investigate how the form and appeal of
marketing communications in social networks influence electronic
word of mouth, including an examination of brand type and
geographic market. The author focuses on motivations and reveals
why people exchange opinions about brands, products and services in
the digital environment. The book summarizes the existing research
on marketing communications, social media and word of mouth,
provides a cutting-edge knowledge based on the analysis of the
actual behavior of consumers and rules of effective marketing
communications in social media. This research-based book is written
for scholars and researchers within the fields of marketing and
communication. It may also be of interest to a wider audience
interested in understanding how to use social media to influence
electronic word of mouth.
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