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#Share: Building Social Media Word of Mouth

$34.99

Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions.

Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries. A significant portion of eWOM occurs on social media platforms. Social word of mouth (sWOM)—a subset of eWOM—has incredible reach with the potential to influence over 4.6 billion active social media consumers.

The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. Our goal in writing this book is to bring together industry best practices and academic research to help you construct social media content that

  • speaks with your brand voice,
  • stimulates engagement,
  • inspires consumers to #share,
  • and complies with industry and federal guidelines.

Categories: Digital Social Media Marketing and Advertising, Marketing SKU: 9781637424148 Tag: 2023 Digital Library
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Description

About the Author(s)

Natalie T. Wood

Natalie T. Wood, PhD, is an associate dean and professor of marketing at Saint Joseph’s University. Her work in social media focuses on word of mouth, advertising and influencer marketing. She …
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Caroline K. Muñoz

Caroline K. Muñoz, PhD, is a professor of marketing at the University of North Georgia. Her research explores marketing pedagogy and political marketing in the context of visually oriented soc…
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Additional information

Copyright Year

2023

Pub Date

December 07, 2022

Pages

218

ISBN

9781637424148

Print Price

$34.99

EISBN

9781637424155

EBook Price

$17.99

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