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Electronic Word of Mouth as a Promotional Technique
ISBN/GTIN

Electronic Word of Mouth as a Promotional Technique

New Insights from Social Media
BuchKartoniert, Paperback
Verkaufsrang16487inMedien und Kommunikation
CHF74.50

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
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Details

ISBN/GTIN978-0-367-58476-4
ProduktartBuch
EinbandKartoniert, Paperback
Erscheinungsdatum30.06.2020
Seiten168 Seiten
SpracheEnglisch
MasseBreite 173 mm, Höhe 244 mm, Dicke 8 mm
Gewicht272 g
Artikel-Nr.8823509
KatalogBuchzentrum
Datenquelle-Nr.34209856
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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.

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