eBook - ePub

#Share

Name: #Share
ISBN: 9781637424155

Building Social Word of Mouth

Natalie T. Wood,

Caroline K. Muñoz,

240 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

#Share

Building Social Word of Mouth

Natalie T. Wood,

Caroline K. Muñoz,

About this book

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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Yes, you can access #Share by Natalie T. Wood,Caroline K. Muñoz in PDF and/or ePUB format, as well as other popular books in Business & Consumer Behaviour. We have over one million books available in our catalogue for you to explore.