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Author: SARAH. ZARAKET
Publisher: Routledge
ISBN: 9780367532864
Category :
Languages : en
Pages : 0
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Book Description
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it. Consumer Behaviour and Social Network Sites tackles different themes relating to negative eWOM. Drawing on both intensive scientific research and professional examples, it bridges the gap between the academic and professional worlds. The book contrasts negative social eWOM to traditional WOM while discussing the specificities of different social networking sites in diffusing such information. It looks at why and how consumers decide to create, share and react to negative social eWOM, suggesting that there are more reasons than are commonly presumed for consumers to articulate themselves on these platforms. It also provides an appreciation of web users' behaviours with regards to negative social eWOM and how it can alter their decision-making journey. The book concludes with several strategies and key takeaways to deal with and prevent negative social eWOM. Most books on WOM are purely professional and lack the theoretical contextualization of the issue. Moreover, they often provide insights on brand-to-consumer conversation but not consumer-to-consumer (C2C) communication. This short book provides marketing academics, students and practitioners with an important insight into these C2C communications that can potentially be harmful to brands.
Author: SARAH. ZARAKET
Publisher: Routledge
ISBN: 9780367532864
Category :
Languages : en
Pages : 0
Get Book Here
Book Description
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it. Consumer Behaviour and Social Network Sites tackles different themes relating to negative eWOM. Drawing on both intensive scientific research and professional examples, it bridges the gap between the academic and professional worlds. The book contrasts negative social eWOM to traditional WOM while discussing the specificities of different social networking sites in diffusing such information. It looks at why and how consumers decide to create, share and react to negative social eWOM, suggesting that there are more reasons than are commonly presumed for consumers to articulate themselves on these platforms. It also provides an appreciation of web users' behaviours with regards to negative social eWOM and how it can alter their decision-making journey. The book concludes with several strategies and key takeaways to deal with and prevent negative social eWOM. Most books on WOM are purely professional and lack the theoretical contextualization of the issue. Moreover, they often provide insights on brand-to-consumer conversation but not consumer-to-consumer (C2C) communication. This short book provides marketing academics, students and practitioners with an important insight into these C2C communications that can potentially be harmful to brands.
Author: Angeline Close
Publisher: Routledge
ISBN: 1848729693
Category : Business & Economics
Languages : en
Pages : 402
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Book Description
First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.
Author: Matthew Reyes
Publisher: BoD – Books on Demand
ISBN: 1789238552
Category : Business & Economics
Languages : en
Pages : 144
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Book Description
This Edited Volume "Consumer Behavior and Marketing" is a collection of reviewed and relevant research chapters, offering a comprehensive overview of recent developments in the field of psychology. The book comprises single chapters authored by various researchers and edited by an expert active in the research area. All chapters are complete in itself but united under a common research study topic. This publication aims at providing a thorough overview of the latest research efforts by international authors and open new possible research paths for further novel developments.
Author: Sarah Zaraket
Publisher: Routledge
ISBN: 1000327620
Category : Business & Economics
Languages : en
Pages : 127
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Book Description
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it. Consumer Behaviour and Social Network Sites tackles different themes relating to negative eWOM. Drawing on both intensive scientific research and professional examples, it bridges the gap between the academic and professional worlds. The book contrasts negative social eWOM to traditional WOM while discussing the specificities of different social networking sites in diffusing such information. It looks at why and how consumers decide to create, share and react to negative social eWOM, suggesting that there are more reasons than are commonly presumed for consumers to articulate themselves on these platforms. It also provides an appreciation of web users' behaviours with regards to negative social eWOM and how it can alter their decision-making journey. The book concludes with several strategies and key takeaways to deal with and prevent negative social eWOM. Most books on WOM are purely professional and lack the theoretical contextualization of the issue. Moreover, they often provide insights on brand-to-consumer conversation but not consumer-to-consumer (C2C) communication. This short book provides marketing academics, students and practitioners with an important insight into these C2C communications that can potentially be harmful to brands.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
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: Kiefer Lee
Publisher: Oxford University Press, USA
ISBN:
Category : Business & Economics
Languages : en
Pages : 628
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Book Description
Providing coverage of the issues which define marketing in the world today, this title covers long-standing topics, integrates and draws on new and existing theoretical insights from other management disciplines including services marketing, knowledge management, relationship marketing, e-commerce and e-business and corporate social responsibility.
Author: Alavi, Shirin
Publisher: IGI Global
ISBN: 1799821870
Category : Business & Economics
Languages : en
Pages : 312
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Book Description
Social media platforms are powerful tools that can help organizations to gather user preferences and build profiles of consumers. These sites add value to business activities, including market research, co-creation, new product development, and brand and customer management. Understanding and correctly incorporating these tools into daily business operations is essential for organizational success. Managing Social Media Practices in the Digital Economy is an essential reference source that facilitates an understanding of diverse social media tools and platforms and their impact on society, business, and the economy and illustrates how online communities can benefit the domains of marketing, finance, and information technology. Featuring research on topics such as mobile technology, service quality, and consumer engagement, this book is ideally designed for managers, managing directors, executives, marketers, industry professionals, social media analysts, academicians, researchers, and students.
Author: Ertz, Myriam
Publisher: IGI Global
ISBN: 1799875466
Category : Business & Economics
Languages : en
Pages : 554
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Book Description
In the past two decades, research on electronic commerce and platforms has thrived. Tremendous academic research has been conducted on this specific concept. Over the last decade, with the rise of applications and mobile technology, that stream of research has extended to the collaborative economy, more colloquially known as the sharing economy. The commonality between e-commerce and collaborative consumption being that they both occur online and rely predominantly on platforms. The Handbook of Research on the Platform Economy and the Evolution of E-Commerce is a comprehensive reference book offering a holistic perspective of the platform economy by connecting the e-commerce and collaborative economy streams into a common framework. As such, this integrated perspective offers a clearer understanding of the key trends in research and in managerial action, as well as an agenda for future studies and practice. This handbook emphasizes how the digital transition will create an increased merging between physical and digital activities, as well as the challenges and opportunities pertaining to this trend. Covering topics including sharing economy, Marketing 4.0, and digital applications, this book is essential for marketers, managers, executives, students, researchers, and academicians.
Author: Shashank Tripathi
Publisher: Walnut Publication
ISBN: 8194348625
Category : Business & Economics
Languages : en
Pages : 131
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Book Description
This book basically describes the consumer behavior on social media marketing. How consumer influenced by social media?
Author: Selay Ilgaz Sumer
Publisher: CRC Press
ISBN: 100088449X
Category : Business & Economics
Languages : en
Pages : 205
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Book Description
Information is very important for businesses. Businesses that use information correctly are successful while those that don’t, decline. Social media is an important source of data. This data brings us to social media analytics. Surveys are no longer the only way to hear the voice of consumers. With the data obtained from social media platforms, businesses can devise marketing strategies. It provides a better understanding consumer behavior. As consumers are at the center of all business activities, it is unrealistic to succeed without understanding consumption patterns. Social media analytics is useful, especially for marketers. Marketers can evaluate the data to make strategic marketing plans. Social media analytics and consumer behavior are two important issues that need to be addressed together. The book differs in that it handles social media analytics from a different perspective. It is planned that social media analytics will be discussed in detail in terms of consumer behavior in the book. The book will be useful to the students, businesses, and marketers in many aspects.
