Electronic word of mouth as a promotional technique : new insights from social media /: new insights from social media. (2020)

• Record Type: Book
• Further Information: Note: Edited by Shu-Chuan Chu, Juran Kim, Charles R. Taylor.
• Editors: Chu, Shu-Chuan; Kim, Juran; Taylor, Charles R, 1961-
• Contents: 1. The current state of knowledge on electronic word-of-mouth in advertising research Shu-Chuan Chu and Juran Kim 2. #Me and brands: understanding brand-selfie posters on social media Yongjun Sung, Eunice Kim and Sejung Marina Choi 3. Understanding the effects of different review features on purchase probability Su Jung Kim, Ewa Maslowska and Edward C. Malthouse 4. Preannouncement messages: impetus for electronic word-of-mouth Hao Zhang and Yung Kyun Choi 5. The power of e-WOM using the hashtag: focusing on SNS advertising of SPA brands Jiye Shin, Heeju Chae and Eunju Ko 6. Do we always adopt Facebook friends’ eWOM postings? The role of social identity and threat Yaeri Kim, Yookyung Park, Youseok Lee and Kiwan Park 7. When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type Mikyoung Kim and Doori Song 8. What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions Manu Bhandari and Shelly Rodgers 9. The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behaviour Jameson L. Hayes, Yan Shan and Karen Whitehill King
• Edition: 1st
• Publisher Details: London : Routledge
• Publication Date: 2020
• Extent: 1 online resource
• Subjects: 658.872; Internet marketing; Word-of-mouth advertising -- Technological innovations
• Languages: English
• ISBNs: 9780429780356; 9780429780363; 9780429432897
• Related ISBNs: 9780367584764
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.