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Electronic Word of Mouth as a Promotional Technique
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Shu-Chuan Chu is Associate Professor and Program Chair of Public Relations and Advertising in the College of Communication at DePaul University, Chicago, USA. Her research interests include social media, electronic word-of-mouth, and international advertising. Her work has been published in leading advertising and marketing journals. Juran Kim is a Professor of Business Administration at Jeonju University, South Korea. She currently serves as Associate Executive Secretary for the Global Alliance of Marketing and Management Scholars. Her work has appeared in the Journal of Advertising, International Journal of Advertising, Journal of Business Research, Journal of Consumer Mediate Communications, and several other leading publications. Charles R. Taylor is the John A. Murphy Professor of Marketing at Villanova University, USA. He currently serves as Editor-in-Chief of the International Journal of Advertising. He has published more than 100 peer reviewed articles and has received the Ivan L. Preston and Flemming Hansen Awards for lifetime contribution to advertising research. He is a past President of the American Academy of Advertising.
1. The current state of knowledge on electronic word-of-mouth in advertising research Shu-Chuan Chu and Juran Kim 2. #Me and brands: understanding brand-selfie posters on social media Yongjun Sung, Eunice Kim and Sejung Marina Choi 3. Understanding the effects of different review features on purchase probability Su Jung Kim, Ewa Maslowska and Edward C. Malthouse 4. Preannouncement messages: impetus for electronic word-of-mouth Hao Zhang and Yung Kyun Choi 5. The power of e-WOM using the hashtag: focusing on SNS advertising of SPA brands Jiye Shin, Heeju Chae and Eunju Ko 6. Do we always adopt Facebook friends' eWOM postings? The role of social identity and threat Yaeri Kim, Yookyung Park, Youseok Lee and Kiwan Park 7. When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type Mikyoung Kim and Doori Song 8. What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions Manu Bhandari and Shelly Rodgers 9. The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behaviour Jameson L. Hayes, Yan Shan and Karen Whitehill King