ABE-IPSABE HOLDINGABE BOOKS
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Autorzy
Wydawnictwo Business Expert Press LLC
Data wydania 07/12/2022
Wydanie Drugie
Forma publikacji eBook: Reflowable eTextbook (ePub)
Język angielski
ISBN 9781637424155
Kategorie Ekonomia behawioralna, Handel elektroniczny: aspekty biznesowe, Technologia informacyjna i komputerowa
licencja wieczysta
Produkt dostępny on-line
Typ przesyłki: wysyłka kodu na adres e-mail
E-Mail
zamówienie z obowiązkiem zapłaty
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Opis książki

The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.

Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions.

Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries. A significant portion of eWOM occurs on social media platforms. Social word of mouth (sWOM)—a subset of eWOM—has incredible reach with the potential to influence over 4.6 billion active social media consumers.

The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. Our goal in writing this book is to bring together industry best practices and academic research to help you construct social media content that

  • speaks with your brand voice,
  • stimulates engagement,
  • inspires consumers to #share,
  • and complies with industry and federal guidelines.

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