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Author: Xia Zhou
Publisher:
ISBN:
Category : Business
Languages : en
Pages : 208
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Book Description
Along with advances in network and communication technologies, consumers actively post their opinions about products and increasingly rely on other consumers' product reviews on social networking sites. Their product reviews should contain different types of information content and information format since they often evaluate products based on different types of product benefits and compare different brands within the same product class to get the best value for their money. However, previous studies only examined negative WOM communications by using a general product statement.This dissertation study argued that WOM communications should encompass cognitive and affective information content, and comparative and noncomparative information format. Through integrated analysis of information content and information format, this dissertation attempts to reveal the impact of different types of negative WOM communications on consumer attitudes, and the moderating effect of advertising communications on the relationship between negative WOM communication and consumer attitude.Two experiments were conducted to test the proposed research models empirically. The study found that cognitive advertising communication moderates the relationship between negative cognitive WOM communication and consumer attitude; affective advertising communication moderates the relationship between negative affective WOM communication and consumer attitude.
Author: Xia Zhou
Publisher:
ISBN:
Category : Business
Languages : en
Pages : 208
Get Book Here
Book Description
Along with advances in network and communication technologies, consumers actively post their opinions about products and increasingly rely on other consumers' product reviews on social networking sites. Their product reviews should contain different types of information content and information format since they often evaluate products based on different types of product benefits and compare different brands within the same product class to get the best value for their money. However, previous studies only examined negative WOM communications by using a general product statement.This dissertation study argued that WOM communications should encompass cognitive and affective information content, and comparative and noncomparative information format. Through integrated analysis of information content and information format, this dissertation attempts to reveal the impact of different types of negative WOM communications on consumer attitudes, and the moderating effect of advertising communications on the relationship between negative WOM communication and consumer attitude.Two experiments were conducted to test the proposed research models empirically. The study found that cognitive advertising communication moderates the relationship between negative cognitive WOM communication and consumer attitude; affective advertising communication moderates the relationship between negative affective WOM communication and consumer attitude.
Author: S. Umit Kucuk
Publisher: Springer
ISBN: 3030003809
Category : Business & Economics
Languages : en
Pages : 200
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Book Description
This book focuses on the concept of “brand hate” and consumer negativity in today’s digital markets. It explores the emotional detachment consumers generate against valued brands and how negative experiences affect their and other consumers' loyalty. It is almost impossible not to run into hateful language about companies and their brands in today’s digital consumption spaces. Consumer hostility and hate is not hidden and silent anymore but is now openly shared on many online anti-brand websites, consumer social networking sites, and complaint and review boards. The book defines consumer brand hate and discusses its dimensions, antecedents, and consequences as well as the semiotics and legality of such brand hate activities based on current brand dilution arguments. It describes the situations which lead to anti-branding and how consumers choose to express their dissatisfaction with a company on individual and social levels. This newly updated edition discusses recent research findings from brand hate literature with new cases and extended managerial analysis. Thus, the book provides strategic perspectives on how to handle such situations to achieve better functioning markets for scholars and practitioners in marketing, psychology, and consumer behavior.
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: Elvira Ismagilova
Publisher: Springer
ISBN: 3319524593
Category : Computers
Languages : en
Pages : 148
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Book Description
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: Justin Kirby
Publisher: Routledge
ISBN: 1136415645
Category : Business & Economics
Languages : en
Pages : 320
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Book Description
Connected Marketing is a business book about the state of the art in viral, buzz and word-of-mouth marketing. Written by 17 experts working at the cutting edge of viral, buzz and word-of-mouth marketing, Connected Marketing introduces the range of scalable, predictable and measurable solutions for driving business growth by stimulating positive brand talk between clients, customers and consumers. Edited by marketing consultants Justin Kirby (Digital Media Communications) and Dr. Paul Marsden (Spheeris/London School of Economics), and with a foreword by Emanuel Rosen (author of the bestselling ‘Anatomy of Buzz’) Connected Marketing is a collaborative work written by 17 opinion-leading consultants and practitioners working at the cutting edge of viral, buzz and word of mouth marketing. Contributing authors to Connected Marketing are Stéphane Allard (Spheeris), Schuyler Brown (Buzz@Euro RSCG), Idil Cakim (Burson-Marsteller), Andrew Corcoran (Lincoln Business School), Steve Curran, (Pod Digital), Brad Ferguson (Informative), Justin Foxton (CommentUK), Graham Goodkind (Frank PR), Justin Kirby (Digital Media Communications), Paul Marsden (Spheeris), Liam Mulhall (Brewtopia), Greg Nyilasy (University of Georgia), Martin Oetting (ESCP-EAP European School of Management), Bernd Röthlingshöfer (Independent), Sven Rusticus (Icemedia), Pete Snyder (New Media Strategies) and Thomas Zorbach (vm-people). Connected Marketing shows how businesses can harness connectivity between clients, customers and consumers as powerful marketing media for driving demand.
Author: Paul M. Rand
Publisher: McGraw Hill Professional
ISBN: 0071816224
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
Reach more customers and grow your business with today’s most powerful marketing tool: Word-of-Mouth Highly Recommended shows the impact of customer recommendations on businesses--transforming how people buy, how you reach customers, how you improve products, and ultimately how you can grow your company by leveraging the power of recommendations. It explains why word-of-mouth recommendations are marketing’s “holy grail,” how to get people talking, who gives recommendations, where recommendations occur, what it takes to build a recommendable brand, and how to instill WOM into every aspect of a business and at the center of any marketing mix. Paul M. Rand is the founder, President and CEO of Zócalo Group, one of the world’s leading word of mouth and social media marketing agencies and one of the fastest growing companies inside Omnicom Group, the 2nd largest global advertising and marketing holding company. He also serves at the Chief Digital Officer for Ketchum, a leading global communications firm.
Author: Aaron Ben-Ze'Ev
Publisher: MIT Press
ISBN: 9780262523196
Category : Psychology
Languages : en
Pages : 642
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Book Description
An informal yet rigorous exploration of human emotions in all their complexity and subtlety. Why do we cry at the movies? What is the best way to manage destructive feelings such as jealousy? Although emotions pervade our lives, their nature, causes, and effects have only recently been studied by social scientists and philosophers. Despite growing scientific interest in the subject, empirical findings have not yet caught up with our intuitive knowledge. In this book Aaron Ben-Ze'ev carries out what he calls "a careful search for general patterns in the primeval jungle of emotions." In an engaging, informal style he draws on a variety of theoretical approaches and popular sources to produce a coherent account of emotions in all their subtlety. All of the ideas are illustrated with examples drawn from everyday life. The book is organized into two parts. The first presents an overall conceptual framework for understanding emotions. It looks at the typical characteristics and components of emotions, distinguishes emotions from other affective phenomena, classifies the emotions, and covers such related issues as emotional intelligence, regulating emotions, and emotions and morality. The second part discusses individual emotions, including envy, jealousy, pleasure-in-others'-misfortune, pity, compassion, anger, hate, disgust, love, sexual desire, happiness, sadness, pride, regret, and shame. The text is laced with insightful and often amusing quotations from sources ranging from Mae West to Montesquieu.
Author: George Silverman
Publisher: AMACOM Div American Mgmt Assn
ISBN: 9780814425664
Category : Business & Economics
Languages : en
Pages : 276
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Book Description
How to harness the awesome power of "word of mouth."
Author: Vijay Mahajan
Publisher: Springer Science & Business Media
ISBN: 9780792377511
Category : Business & Economics
Languages : en
Pages : 376
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Book Description
Product sales, especially for new products, are influenced by many factors. These factors are both internal and external to the selling organization, and are both controllable and uncontrollable. Due to the enormous complexity of such factors, it is not surprising that product failure rates are relatively high. Indeed, new product failure rates have variously been reported as between 40 and 90 percent. Despite this multitude of factors, marketing researchers have not been deterred from developing and designing techniques to predict or explain the levels of new product sales over time. The proliferation of the internet, the necessity or developing a road map to plan the launch and exit times of various generations of a product, and the shortening of product life cycles are challenging firms to investigate market penetration, or innovation diffusion, models. These models not only provide information on new product sales over time but also provide insight on the speed with which a new product is being accepted by various buying groups, such as those identified as innovators, early adopters, early majority, late majority, and laggards. New Product Diffusion Models aims to distill, synthesize, and integrate the best thinking that is currently available on the theory and practice of new product diffusion models. This state-of-the-art assessment includes contributions by individuals who have been at the forefront of developing and applying these models in industry. The book's twelve chapters are written by a combined total of thirty-two experts who together represent twenty-five different universities and other organizations in Australia, Europe, Hong Kong, Israel, and the United States. The book will be useful for researchers and students in marketing and technological forecasting, as well as those in other allied disciplines who study relevant aspects of innovation diffusion. Practitioners in high-tech and consumer durable industries should also gain new insights from New Product Diffusion Models. The book is divided into five parts: I. Overview; II. Strategic, Global, and Digital Environments for Diffusion Analysis; III. Diffusion Models; IV. Estimation and V. Applications and Software. The final section includes a PC-based software program developed by Gary L. Lilien and Arvind Rangaswamy (1998) to implement the Bass diffusion model. A case on high-definition television is included to illustrate the various features of the software. A free, 15-day trial access period for the updated software can be downloaded from http://www.mktgeng.com/diffusionbook. Among the book's many highlights are chapters addressing the implications posed by the internet, globalization, and production policies upon diffusion of new products and technologies in the population.
Author: Erina L. MacGeorge
Publisher: Oxford University Press
ISBN: 0190630183
Category : Language Arts & Disciplines
Languages : en
Pages : 465
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Book Description
Advice, defined as a recommendation for action in response to a problem, is a common form of interpersonal support and influence. Indeed, the advice we give and receive from others can be highly consequential, not only affecting us as recipients and advisors, but shaping outcomes for relationships, groups, and organizations. Some of those consequences are positive, as when advice promotes individual problem-solving, or enhances workgroup productivity. Yet advice can also hide ulterior motives, threaten identity, damage relationships, and promote inappropriate action. The Oxford Handbook of Advice provides a broad perspective on how advice succeeds and fails, systematically reviewing and synthesizing theory and research on advice from multiple disciplines, such as communication, psychology, applied linguistics, business, law, and medicine. Several chapters explore advice at different levels of analysis, focusing on advisor and recipient roles, advising interactions and relationships, and advice as a resource and connection in groups and networks. Other chapters address advice in particular types of personal relationships (romantic, family) and professional contexts (workplace, health, education, therapy). Contributing authors also consider cultural differences, advice online, and the ethics of advising. For scholars concerned with supportive communication, interpersonal influence, decision-making, social networks, and related communication processes at work, at home, and in society at large, this Handbook offers historical perspective, contemporary theoretical framing, methodological recommendations, and directions for future research. It also emphasizes practical application, offering clear, concise, and relevant "advice for advising" based on theory and research.
