Electronic word of mouth as a promotional technique : new insights from social media

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Electronic word of mouth as a promotional technique : new insights from social media

edited by Shu-Chuan Chu, Juran Kim, Charles R. Taylor

Routledge, Taylor & Francis Group, 2020, c2019

  • pbk.

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内容説明

Recent years have seen digital advertising grow to the point where it will soon overtake television as the no. 1 advertising medium. In the online environment, consumers interact and share their thoughts on brands and their experiences using them. These electronic word-of-mouth (eWOM) communications have become a very important to the success of products. In today's cluttered environment, it is especially important to study how the practice of eWOM advertising operates, and how marketers can influence eWOM in social media and other online sites. This volume starts with a chapter on the current state of knowledge on eWOM and then turns its attention to current research articles on a variety of eWOM formats. These include the posting of selfies on social media, the influence of review types on consumer perception and purchase intention, the effects of preannouncement messages, and how user-generated content can be used to induce effectiveness of eWOM on social media. The relationship of eWOM to brand building is emphasized in several of the chapters. This book was originally published as a special issue of the International Journal of Advertising.

目次

1. The current state of knowledge on electronic word-of-mouth in advertising research 2. #Me and brands: understanding brand-selfie posters on social media 3. Understanding the effects of different review features on purchase probability 4. Preannouncement messages: impetus for electronic word-of-mouth 5. The power of e-WOM using the hashtag: focusing on SNS advertising of SPA brands 6. Do we always adopt Facebook friends' eWOM postings? The role of social identity and threat 7. When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type 8. What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions 9. The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behaviour

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