This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.
This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.
Sarah Zaraket received her PhD in Management Sciences at Pantheon-Sorbonne University, Paris, France. She conducts research on consumer behaviour on social media and has taught several courses on digital marketing, research methodology and innovation. Sarah is the founder of a digital marketing agency based in Paris and has assisted many brands in successfully building their social media strategies.
Inhaltsangabe
Introduction 1. Once upon a word... 2. ... social media amplified the voice for WOM 3. People started talking negatively about brands on SNS... 4. ... this impacted other consumer's reactions 5. So how can you deal with NSWOM? Conclusion
Introduction 1. Once upon a word... 2. ... social media amplified the voice for WOM 3. People started talking negatively about brands on SNS... 4. ... this impacted other consumer's reactions 5. So how can you deal with NSWOM? Conclusion
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