Electronic word of mouth as a promotional technique new insights from social media

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Bibliographische Detailangaben
Weitere Verfasser:	Chu, Shu-Chuan (HerausgeberIn), Kim, Juran (HerausgeberIn), Taylor, Charles Raymond (HerausgeberIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	London, New York Routledge 2020
Ausgabe:	First issued in paperback
Schlagworte:	Werbung > Virales Marketing > Digitale Medien > Internet marketing > Word-of-mouth advertising > Technological innovations
Online Zugang:	Inhaltsverzeichnis
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Titel	Jahr	Verfasser
#Me and brands : understanding brand-selfie posters on social media	2020	Sung, Yongjun
Do we always adopt Facebook friends' eWOM postings? : the role of social identity and threat	2020	Kim, Yaeri
What does the brand say? : effects of brand feedback to negative eWOM on brand trust and purchase intentions	2020	Bhandari, Manu
The current state of knowledge on electronic word-of-mouth in advertising research	2020	Chu, Shu-Chuan
Understanding the effects of different review features on purchase probability	2020	Kim, Su Jung
Preannouncement messages : impetus for electronic word-of-mouth	2020	Zhang, Hao
The power of e-WOM using the hashtag : focusing on SNS advertising of SPA brands	2020	Shin, Jiye
When brand-related UGC induces effectiveness on social media : the role of content sponsorship and content type	2020	Kim, Mikyoung
The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behaviour	2020	Hayes, Jameson L.