Author: Zaraket, Sarah
Edition: 1
Binding: Paperback
Number Of Pages: 98
Release Date: 01-08-2022
Details: This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it.
Consumer Behaviour and Social Network Sites tackles different themes relating to negative eWOM. Drawing on both intensive scientific research and professional examples, it bridges the gap between the academic and professional worlds. The book contrasts negative social eWOM to traditional WOM while discussing the specificities of different social networking sites in diffusing such information. It looks at why and how consumers decide to create, share and react to negative social eWOM, suggesting that there are more reasons than are commonly presumed for consumers to articulate themselves on these platforms. It also provides an appreciation of web users' behaviours with regards to negative social eWOM and how it can alter their decision-making journey.
The book concludes with several strategies and key takeaways to deal with and prevent negative social eWOM. Most books on WOM are purely professional and lack the theoretical contextualization of the issue. Moreover, they often provide insights on brand-to-consumer conversation but not consumer-to-consumer (C2C) communication. This short book provides marketing academics, students and practitioners with an important insight into these C2C communications that can potentially be harmful to brands.
EAN: 9780367532864
Package Dimensions: 8.4 x 5.4 x 0.4 inches
Languages: english, English
COSTS
TOTAL DELIVERY TIME (INCLUDING PROCESSING TIME)
Standard Shipping (USA and Canada)
$2.95
4-8 BUSINESS DAYS
PRIORITY SHIPPING
$14.95
3–5 BUSINESS DAYS
All P.O. boxes and remote locations
$8.95
6-8 BUSINESS DAYS
Please Note
- Orders are usually packed and ready to ship 1-2 business days after the order is placed
- A “business day” is considered to be Monday through Friday, excluding holidays
- Please allow 24-48 hours for tracking information to update once you receive a tracking number, some carriers have a delay in their system.
- International shipments are subject to customs clearance procedures, which can cause delays beyond the original delivery estimates
- Shipping, duties, taxes, and applicable fees are non-refundable for undeliverable or refused shipments nor for international shipments.
- International orders totals cannot exceed $300