#Share
Building Social Media Word of Mouth
2nd Edition
Published on 30. December 2022
Book
Paperback/Softback
218 pages
978-1-63742-414-8 (ISBN)
Description
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.
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.
More details
Edition
2nd Revised edition
Language
English
Place of publication
Sterling Forest
United States
Edition type
Revised edition
Product notice
Paperback (trade)
Dimensions
Height: 229 mm
Width: 152 mm
Thickness: 12 mm
Weight
299 gr
ISBN-13
978-1-63742-414-8 (9781637424148)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
E-Book
12/2022
2nd Edition
Business Expert Press
€17.49
Available for download
Persons
Natalie T. Wood, PhD, is an associate dean and professor of marketing at Saint Joseph's University. Her work in social media focuses on word of mouth, advertising and influencer marketing. She is a co-author of #Share: How to Mobilize Social Word of Mouth (sWOM), Virtual Social Identity and Consumer Behavior and Maximizing Commerce and Marketing Strategies through Micro-Blogging.
Caroline K. Munoz, PhD, is a professor of marketing at the University of North Georgia. Her research explores marketing pedagogy and political marketing in the context of visually oriented social media platforms.
Caroline K. Munoz, PhD, is a professor of marketing at the University of North Georgia. Her research explores marketing pedagogy and political marketing in the context of visually oriented social media platforms.