Electronic Word of Mouth as a Promotional Technique
New Insights from Social Media
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ISBN-13:
9780367584764
Veröffentl:
2020
Erscheinungsdatum:
30.06.2020
Seiten:
168
Autor:
Shu-Chuan Chu
Gewicht:
272 g
Format:
244x173x8 mm
Sprache:
Englisch
Beschreibung:
This book explores the current state of knowledge on how electronic word-of-mouth (eWOM) can help or hurt brands. A series of articles explores how marketers can use eWOM to help build brands as well as how negative eWOM can be harmful to brands. This book was originally published as a special issue of the International Journal of Advertising
1. The current state of knowledge on electronic word-of-mouth in advertising research 2. #Me and brands: understanding brand-selfie posters on social media 3. Understanding the effects of different review features on purchase probability 4. Preannouncement messages: impetus for electronic word-of-mouth 5. The power of e-WOM using the hashtag: focusing on SNS advertising of SPA brands 6. Do we always adopt Facebook friends' eWOM postings? The role of social identity and threat 7. When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type 8. What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions 9. The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behaviour
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