ENGLISH

#Share: Building Social Media Word of Mouth

By Natalie T. Wood; Caroline K. Muñoz

Book information

Publisher
Business Expert Press
Year
2022
ISBN
9781637424155, 9781637424148, 1637424159
Language
english
Format
EPUB
Filesize
2 MB (1903218 bytes)
Pages
158\0
Library
SoftArchive
Time added
2023-07-15 22:47:19

Description

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.

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