#Share : building social media word of mouth / Natalie T. Wood and Caroline K. Muñoz.

Format:

Book

Author/Creator:

Wood, Natalie T., 1970- author.

Muñoz, Caroline K., author.

Language:

English

Subjects (All):

Viral marketing.

Physical Description:

1 online resource (220 pages)

Edition:

Second edition.

Place of Publication:

New York, NY : Business Expert Press, LLC, 2022.

Summary:

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.

Contents:

Chapter 1: Social Word of Mouth Marketing (sWOM)

Chapter 2: The Social Consumer

Chapter 3: Social Business

Chapter 4: Storytelling

Chapter 5: Social Influencers and Employee Advocates

Chapter 6: The Power of Persuasion

Chapter 7: Legal and Regulatory Issues

About the Authors

Index

Adpage

Backcover.

Notes:

Description based on publisher supplied metadata and other sources.

Description based upon print version of record.

Description based on print version record.

Other Format:

Print version: Wood, Natalie T. #Share

ISBN:

9781637424155

1637424159

OCLC:

1351197321