Allan J. Kimmel is Professor of Marketing at ESCP Europe in Paris, France. He holds MA and Ph.D. degrees in social psychology from Temple University, USA. His research and writing interests focus on consumer behavior, marketing and research ethics, deception, connected marketing and word of mouth, and the relationship between people and products. Philip J. Kitchen is Research Professor of Marketing, ESC Rennes School of Business, France. He has previously served as Professor of Marketing at Brock University, Canada, Hull University, UK and Queens School of Management, UK. Professor Kitchen is also Editor of the Journal of Marketing Communications and has published 15 books, and 150 papers in academic journals around the world. He is a Fellow of the CIM, RSA, HEA, Member of the ALCS, Institute of Directors, UK, and member of the Institute of Marketing Science and the American Association of Advertising, USA.

• Introduction: Word of mouth and social media Allan J. Kimmel and Philip J. Kitchen 1. WOM and Social Media: Presaging Future Directions for Research and Practice Allan J. Kimmel and Philip J. Kitchen 2. Word-of-Mouth Marketing Influence on Offline and Online Communications: Evidence From Case Study Research Lars Groeger and Francis Buttle 3. Word-of-Mouth Rhetorics in Social Media Talk Anat Toder-Alon, Frédéric F. Brunel and Susan Fournier 4. How Credibility Affects eWOM Reading: The Influences of Expertise, Trustworthiness, and Similarity on Utilitarian and Social Functions Jonas Reichelt, Jens Sievert and Frank Jacob 5. eWOM and the Importance of Capturing Consumer Attention within Social Media Terry Daugherty, Ernest Hoffman 6. How "Social" Are Social Media? A Cross-Cultural Comparison of Online and Offline Purchase Decision Influences Kendall Goodrich and Marieke de Mooij 7. Understanding Online Firestorms: Negative Word of Mouth Dynamics in Social Media Networks Jürgen Pfeffer, Thomas Zorbach and Kathleen M. Carley 8. Tweet This, Not That: A Comparison Between Brand Promotions in Microblogging Environments Using Celebrity and Company-Generated Tweets Natalie H. Wood and Janee N. Burkhalter 9. Missed eWOM Opportunities: A Cross Sector Analysis of Online Monitoring Behavior Nora Ganim Barnes and Stephanie L. Jacobsen

Allan J. Kimmel is Professor of Marketing at ESCP Europe in Paris, France. He holds MA and Ph.D. degrees in social psychology from Temple University, USA. His research and writing interests focus on consumer behavior, marketing and research ethics, deception, connected marketing and word of mouth, and the relationship between people and products. Philip J. Kitchen is Research Professor of Marketing, ESC Rennes School of Business, France. He has previously served as Professor of Marketing at Brock University, Canada, Hull University, UK and Queens School of Management, UK. Professor Kitchen is also Editor of the Journal of Marketing Communications and has published 15 books, and 150 papers in academic journals around the world. He is a Fellow of the CIM, RSA, HEA, Member of the ALCS, Institute of Directors, UK, and member of the Institute of Marketing Science and the American Association of Advertising, USA.

• Introduction: Word of mouth and social media Allan J. Kimmel and Philip J. Kitchen 1. WOM and Social Media: Presaging Future Directions for Research and Practice Allan J. Kimmel and Philip J. Kitchen 2. Word-of-Mouth Marketing Influence on Offline and Online Communications: Evidence From Case Study Research Lars Groeger and Francis Buttle 3. Word-of-Mouth Rhetorics in Social Media Talk Anat Toder-Alon, Frédéric F. Brunel and Susan Fournier 4. How Credibility Affects eWOM Reading: The Influences of Expertise, Trustworthiness, and Similarity on Utilitarian and Social Functions Jonas Reichelt, Jens Sievert and Frank Jacob 5. eWOM and the Importance of Capturing Consumer Attention within Social Media Terry Daugherty, Ernest Hoffman 6. How "Social" Are Social Media? A Cross-Cultural Comparison of Online and Offline Purchase Decision Influences Kendall Goodrich and Marieke de Mooij 7. Understanding Online Firestorms: Negative Word of Mouth Dynamics in Social Media Networks Jürgen Pfeffer, Thomas Zorbach and Kathleen M. Carley 8. Tweet This, Not That: A Comparison Between Brand Promotions in Microblogging Environments Using Celebrity and Company-Generated Tweets Natalie H. Wood and Janee N. Burkhalter 9. Missed eWOM Opportunities: A Cross Sector Analysis of Online Monitoring Behavior Nora Ganim Barnes and Stephanie L. Jacobsen

Allan J. Kimmel is Professor of Marketing at ESCP Europe in Paris, France. He holds MA and Ph.D. degrees in social psychology from Temple University, USA. His research and writing interests focus on consumer behavior, marketing and research ethics, deception, connected marketing and word of mouth, and the relationship between people and products. Philip J. Kitchen is Research Professor of Marketing, ESC Rennes School of Business, France. He has previously served as Professor of Marketing at Brock University, Canada, Hull University, UK and Queens School of Management, UK. Professor Kitchen is also Editor of the Journal of Marketing Communications and has published 15 books, and 150 papers in academic journals around the world. He is a Fellow of the CIM, RSA, HEA, Member of the ALCS, Institute of Directors, UK, and member of the Institute of Marketing Science and the American Association of Advertising, USA.

• Introduction: Word of mouth and social media Allan J. Kimmel and Philip J. Kitchen 1. WOM and Social Media: Presaging Future Directions for Research and Practice Allan J. Kimmel and Philip J. Kitchen 2. Word-of-Mouth Marketing Influence on Offline and Online Communications: Evidence From Case Study Research Lars Groeger and Francis Buttle 3. Word-of-Mouth Rhetorics in Social Media Talk Anat Toder-Alon, Frédéric F. Brunel and Susan Fournier 4. How Credibility Affects eWOM Reading: The Influences of Expertise, Trustworthiness, and Similarity on Utilitarian and Social Functions Jonas Reichelt, Jens Sievert and Frank Jacob 5. eWOM and the Importance of Capturing Consumer Attention within Social Media Terry Daugherty, Ernest Hoffman 6. How "Social" Are Social Media? A Cross-Cultural Comparison of Online and Offline Purchase Decision Influences Kendall Goodrich and Marieke de Mooij 7. Understanding Online Firestorms: Negative Word of Mouth Dynamics in Social Media Networks Jürgen Pfeffer, Thomas Zorbach and Kathleen M. Carley 8. Tweet This, Not That: A Comparison Between Brand Promotions in Microblogging Environments Using Celebrity and Company-Generated Tweets Natalie H. Wood and Janee N. Burkhalter 9. Missed eWOM Opportunities: A Cross Sector Analysis of Online Monitoring Behavior Nora Ganim Barnes and Stephanie L. Jacobsen