Merkliste
Die Merkliste ist leer.
Der Warenkorb ist leer.
Kostenloser Versand möglich
Kostenloser Versand möglich
Bitte warten - die Druckansicht der Seite wird vorbereitet.
Der Druckdialog öffnet sich, sobald die Seite vollständig geladen wurde.
Sollte die Druckvorschau unvollständig sein, bitte schliessen und "Erneut drucken" wählen.
Electronic Word of Mouth as a Promotional Technique
ISBN/GTIN

Electronic Word of Mouth as a Promotional Technique

New Insights from Social Media
E-BookEPUBE-Book
Verkaufsrang63307inMedien und Kommunikation
CHF69.20

Beschreibung

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.
Weitere Beschreibungen

Details

Weitere ISBN/GTIN9780429780356
ProduktartE-Book
EinbandE-Book
FormatEPUB
Erscheinungsdatum17.04.2020
Seiten180 Seiten
SpracheEnglisch
Dateigrösse3821 Kbytes
Artikel-Nr.16843343
KatalogVC
Datenquelle-Nr.2526606
Weitere Details

Bewertungen

Autor

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.

Weitere Produkte von Kim, Juran

Hrsg.