£129.03

Routledge - Electronic Word of Mouth as a Promotional Technique

Name: Routledge - Electronic Word of Mouth as a Promotional Technique
Brand: Routledge
Price: 129.03 GBP
Availability: InStock

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Description

Digital advertising is rapidly evolving and is expected to surpass television as the leading advertising medium. In this modern online environment, consumer interactions and shared experiences regarding brands play a significant role in product success. This book explores the impact of electronic word-of-mouth (eWOM) communications and how they shape consumer behavior. As the digital landscape becomes more crowded, understanding how eWOM advertising operates is essential for modern marketing. This volume provides new insights into how marketers can influence discussions on social media and various online platforms. By studying these communication patterns, readers gain a better understanding of how to navigate the shift from traditional advertising to digital-first strategies. This text is designed for those looking to understand the mechanics of online brand interaction and the power of consumer-led digital promotion.

Key Features

Explores the transition of digital advertising as it approaches the status of the number one advertising medium.

Provides insights into how consumers interact and share thoughts on brands within online environments.

Analyzes the role of electronic word-of-mouth (eWOM) in determining the success of modern products.

Examines how marketers can influence eWOM across social media and other digital sites.

Offers a study on how advertising practices operate within today's cluttered digital landscape.

Product Specifications

Brand: Routledge
Format: hardcover
ASIN: 1138360902
Category: Books > Subjects > Business, Finance & Law > Sales & Marketing > Advertising
Domain: Amazon UK
Release Date: 16 October 2018
Listed Since: 14 June 2018

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Routledge - Electronic Word of Mouth as a Promotional Technique

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