000			04433nam a2200745 i 4500
001			11341549
003			CaPaEBR
005			20241023114850.0
006			m eo d
007			cr cn |||m|||a
008			170215s2017 nyua foab 001 0 eng d
020			_a9781631574429 _qe-book
035			_a(BEP)4803018
035			_a(OCoLC)972808530
035			_a(CaBNVSL)swl00407124
040			_aCaBNVSL _beng _erda _cCaBNVSL _dCaBNVSL
050		4	_aHF5415.1265
100	1		_aWood, Natalie T., _d1970-, _eauthor.
245	1	0	_a#Share : _bhow to mobilize social word of mouth (sWOM) / _cNatalie T. Wood and Caroline K. Muñoz.
246	3		_aShare : how to mobilize social word of mouth (sWOM)
250			_aFirst edition.
264		1	_aNew York, New York (222 East 46th Street, New York, NY 10017) : _bBusiness Expert Press, _c[(c)2017.]
300			_a1 online resource (xii, 238 pages) : _billustrations.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
490	1		_aDigital and social media marketing and advertising collection, _x2333-8830
504			_a2
505	0		_a1. Social word of mouth marketing (sWOM) -- _t2. The social consumer: the who, what, why, and how behind sharing -- _t3. Social business: it's not just about marketing -- _t4. Legal and regulatory issues: clear and conspicuous disclosures -- _t5. Social media policy and guidelines: the rules of engagement -- _t6. Storytelling: what do you say and how do you say it -- _t7. Social influence: the power of persuasion -- _t8. sWOM on popular platforms -- _tAppendix: list of resources -- _tIndex.
506	1		_aAccess restricted to authorized users and institutions.
520	3		_aEach 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.
530			_a2 _ub
530			_aAlso available in printing.
538			_aMode of access: World Wide Web.
538			_aSystem requirements: Adobe Acrobat reader.
588			_aTitle from PDF title page (viewed on February 15, 2017).
650		0	_aViral marketing.
650		0	_aWord-of-mouth advertising.
653			_aBrand Advocates
653			_aBrand Ambassadors
653			_aBrand Endorsers
653			_aConsumer Reviews
653			_aeWOM
653			_aFacebook
653			_aGoogle+
653			_aInfluencers
653			_aInstagram
653			_aPinterest
653			_aSocial Influence
653			_aSocial Media Marketing
653			_aSocial Media Policy
653			_aSocial Media Regulations
653			_asWOM
653			_aTwitter
653			_aViral Marketing
653			_aWOMM
653			_aWord of mouth marketing
653			_aYouTube
655		0	_a[genre]
776	0	8	_iPrint version: _z9781631574412
830		0	_aDigital and social media marketing and advertising collection. _x2333-8830
856	4	0	_uhttps://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000581.html
942			_2lcc _bCIU _cOB _eBEP _QOL _zBEP11341549
999			_c73353 _d73353
902			_c1 _dCynthia Snell