Electronic Word of Mouth as a Promotional Technique: New Insights from Social Media

ISBN-13: 9780367584764 / Angielski / Miękka / 2020 / 168 str.

Shu-Chuan Chu; Juran Kim; Charles R. Taylor

Opis

This book explores the current state of knowledge on how electronic word-of-mouth (eWOM) can help or hurt brands. A series of articles explores how marketers can use eWOM to help build brands as well as how negative eWOM can be harmful to brands. This book was originally published as a special issue of the International Journal of Advertising

Spis treści

1. The current state of knowledge on electronic word-of-mouth in advertising research  2. #Me and brands: understanding brand-selfie posters on social media  3. Understanding the effects of different review features on purchase probability  4. Preannouncement messages: impetus for electronic word-of-mouth  5. The power of e-WOM using the hashtag: focusing on SNS advertising of SPA brands  6. Do we always adopt Facebook friends’ eWOM postings? The role of social identity and threat  7. When brand-related UGC induces effectiveness on social media: the role of content sponsorship and content type  8. What does the brand say? Effects of brand feedback to negative eWOM on brand trust and purchase intentions  9. The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behaviour

O autorze

Shu-Chuan Chu is Associate Professor and Program Chair of Public Relations and Advertising in the College of Communication at DePaul University, Chicago, USA. Her research interests include social media, electronic word-of-mouth, and international advertising. Her work has been published in leading advertising and marketing journals.

Juran Kim is a Professor of Business Administration at Jeonju University, South Korea. She currently serves as Associate Executive Secretary for the Global Alliance of Marketing and Management Scholars. Her work has appeared in the Journal of Advertising, International Journal of Advertising, Journal of Business Research, Journal of Consumer Mediate Communications, and several other leading publications.

Charles R. Taylor is the John A. Murphy Professor of Marketing at Villanova University, USA. He currently serves as Editor-in-Chief of the International Journal of Advertising. He has published more than 100 peer reviewed articles and has received the Ivan L. Preston and Flemming Hansen Awards for lifetime contribution to advertising research. He is a past President of the American Academy of Advertising.