- 200 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
New Perspectives in Marketing by Word-of-Mouth
About this book
New Perspectives on Marketing by Word-of-Mouth is a collection of key articles on this area of high and increasing importance to marketers worldwide. This collection offers insights across a range of sectors. Some of the things the book will explain include: - How brand love is built in the fashion industry - How larger organisations can respond most effectively to negative comments on social media. - The effectiveness of a Facebook fanpage for the MINI car brand. Modern communications technology means that the influence of the consumer in building or damaging a brand reputation is increasing. Find out some of the reasons why by reading this collection.
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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access New Perspectives in Marketing by Word-of-Mouth by Emerald Group Publishing Limited in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Front Cover
- Emerald Gems: New Perspectives in Marketing by Word-of-Mouth
- Copyright page
- Contents
- Preface
- The Influences of Electronic Word-of-Mouth Message Appeal and Message Source Credibility on Brand Attitude
- How Large Companies React to Negative Facebook Comments
- Word of Mouth: Measuring the Power of Individual Messages
- The Effect of Consumer Confusion Proneness on Word of Mouth, Trust, and Customer Satisfaction
- The Heterogeneous Effect of WOM on Product Sales: Why the Effect of WOM Valence is Mixed?
- The Role of Brand Love in Consumer-Brand Relationships
- Effects of Brand Love, Personality and Image on Word of Mouth
- The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook
- Spreading the Word through Likes on Facebook