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#Share : how to mobilize social word of mouth (sWOM) / Natalie T. Wood and Caroline K. Muñoz.

By: Material type: TextTextSeries: Digital and social media marketing and advertising collectionPublisher: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, [(c)2017.]Edition: First editionDescription: 1 online resource (xii, 238 pages) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781631574429
Other title:
  • Share : how to mobilize social word of mouth (sWOM)
Subject(s): Genre/Form: Additional physical formats: Print version:: No titleLOC classification:
  • HF5415.1265
Online resources: Available additional physical forms:
Contents:
1. Social word of mouth marketing (sWOM) -- 2. The social consumer: the who, what, why, and how behind sharing -- 3. Social business: it's not just about marketing -- 4. Legal and regulatory issues: clear and conspicuous disclosures -- 5. Social media policy and guidelines: the rules of engagement -- 6. Storytelling: what do you say and how do you say it -- 7. Social influence: the power of persuasion -- 8. sWOM on popular platforms -- Appendix: list of resources -- Index.
Abstract: 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 (King, Racherla, and Bush 2014). A significant portion of eWOM occurs on social media platforms. Whether it is a status update of an upcoming vacation on Facebook, a picture of a laundry room makeover on Pinterest, or a YouTube video discussing the features on the new iPhone, consumers are turning to a variety of social platforms to make everyday purchasing decisions easier for themselves and others. Indeed, social word of mouth (sWOM)--a subset of eWOM--has incredible reach with the potential to influence over 2billion 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 was 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 (#share), and that complies with industry and federal guidelines. Each chapter highlights a key area of sWOM that will further your understanding of the topic and provides actionable information to assist you in mobilizing positive sWOM for your company.
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Holdings
Item type Current library Collection Call number URL Status Date due Barcode
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) G. Allen Fleece Library ONLINE HF5415.1265 (Browse shelf(Opens below)) Link to resource Available BEP11341549
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) G. Allen Fleece Library Non-fiction HF5415.1265 (Browse shelf(Opens below)) Link to resource Available 11341549

Includes bibliographies and index.

1. Social word of mouth marketing (sWOM) -- 2. The social consumer: the who, what, why, and how behind sharing -- 3. Social business: it's not just about marketing -- 4. Legal and regulatory issues: clear and conspicuous disclosures -- 5. Social media policy and guidelines: the rules of engagement -- 6. Storytelling: what do you say and how do you say it -- 7. Social influence: the power of persuasion -- 8. sWOM on popular platforms -- Appendix: list of resources -- Index.

Access restricted to authorized users and institutions.

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 (King, Racherla, and Bush 2014). A significant portion of eWOM occurs on social media platforms. Whether it is a status update of an upcoming vacation on Facebook, a picture of a laundry room makeover on Pinterest, or a YouTube video discussing the features on the new iPhone, consumers are turning to a variety of social platforms to make everyday purchasing decisions easier for themselves and others. Indeed, social word of mouth (sWOM)--a subset of eWOM--has incredible reach with the potential to influence over 2billion 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 was 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 (#share), and that complies with industry and federal guidelines. Each chapter highlights a key area of sWOM that will further your understanding of the topic and provides actionable information to assist you in mobilizing positive sWOM for your company.

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Title from PDF title page (viewed on February 15, 2017).

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