Driving consumer engagement in Social Media: influencing electronic word of mouth
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge, Taylor & Francis Group
2021
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| Schriftenreihe: | Routledge studies in marketing
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xiii, 181 Seiten Illustrationen, Diagramme |
| ISBN: | 9780367646226 9780367613105 |
Internformat
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Datensatz im Suchindex
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| adam_text | Contents List offigures List of tables Acknowledgments ix xi xiii Introduction 1 1 Marketing communications in the digital age 7 2 Social media and their users 22 2.1 Social media marketing 26 3 Word of mouth 35 3.I Electronic word of mouth 39 3.1.1 Why do people spread eWOM on social media? 43 3.1.2 Why do people search for eWOM on social media? 44 3.1.3 What are the consequences of eWOM on social media for consumers? 45 3.1.4 What are the consequences of eWOM on social media for companies? 45 3.2 Word-of-mouth marketing 45 3.2.1 Viral reach 49 4 Content analysis on social media 4.1 What to examine and why? 62 4.1.1 The influence of marketing communication form and appeal type on eWOM in social networks 62 4.1.2 eWOM and marketing communication effects on social networks in different product categories 63 62
viii Contents 4.1.3 Marketing communications of luxury brands on social media in an international context 63 4.1.4 Differences between countries in social media usage and eWOM 64 4.2 Research setting 66 4.2.1 Facebook 66 4.2.2 Cosmetic market 69 4.2.3 Luxury brands 70 4.2.4 The US, Italian and Polish markets 75 4.3 Research method 80 4.4 Measuring electronic word of mouth on social media 96 5 Results overview 111 6 The influence of marketing communications in social media on electronic word of mouth 120 6.1 6.2 6.3 6.4 6.5 Marketing communication form 123 Marketing communication appeals 130 Brand type 141 Geographic market 149 Discussion 161 Conclusions 173 Index 180
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| adam_txt |
Contents List offigures List of tables Acknowledgments ix xi xiii Introduction 1 1 Marketing communications in the digital age 7 2 Social media and their users 22 2.1 Social media marketing 26 3 Word of mouth 35 3.I Electronic word of mouth 39 3.1.1 Why do people spread eWOM on social media? 43 3.1.2 Why do people search for eWOM on social media? 44 3.1.3 What are the consequences of eWOM on social media for consumers? 45 3.1.4 What are the consequences of eWOM on social media for companies? 45 3.2 Word-of-mouth marketing 45 3.2.1 Viral reach 49 4 Content analysis on social media 4.1 What to examine and why? 62 4.1.1 The influence of marketing communication form and appeal type on eWOM in social networks 62 4.1.2 eWOM and marketing communication effects on social networks in different product categories 63 62
viii Contents 4.1.3 Marketing communications of luxury brands on social media in an international context 63 4.1.4 Differences between countries in social media usage and eWOM 64 4.2 Research setting 66 4.2.1 Facebook 66 4.2.2 Cosmetic market 69 4.2.3 Luxury brands 70 4.2.4 The US, Italian and Polish markets 75 4.3 Research method 80 4.4 Measuring electronic word of mouth on social media 96 5 Results overview 111 6 The influence of marketing communications in social media on electronic word of mouth 120 6.1 6.2 6.3 6.4 6.5 Marketing communication form 123 Marketing communication appeals 130 Brand type 141 Geographic market 149 Discussion 161 Conclusions 173 Index 180 |
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| spelling | Bianchi, Anna Verfasser (DE-588)1224705971 aut Driving consumer engagement in Social Media influencing electronic word of mouth Anna Bianchi London ; New York Routledge, Taylor & Francis Group 2021 xiii, 181 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Routledge studies in marketing Social Media (DE-588)4639271-3 gnd rswk-swf Mund-zu-Mund-Werbung (DE-588)4509885-2 gnd rswk-swf Social Media (DE-588)4639271-3 s Mund-zu-Mund-Werbung (DE-588)4509885-2 s DE-604 Erscheint auch als Online-Ausgabe 978-1-003-12551-8 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032610452&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Bianchi, Anna Driving consumer engagement in Social Media influencing electronic word of mouth Social Media (DE-588)4639271-3 gnd Mund-zu-Mund-Werbung (DE-588)4509885-2 gnd |
| subject_GND | (DE-588)4639271-3 (DE-588)4509885-2 |
| title | Driving consumer engagement in Social Media influencing electronic word of mouth |
| title_auth | Driving consumer engagement in Social Media influencing electronic word of mouth |
| title_exact_search | Driving consumer engagement in Social Media influencing electronic word of mouth |
| title_exact_search_txtP | Driving consumer engagement in Social Media influencing electronic word of mouth |
| title_full | Driving consumer engagement in Social Media influencing electronic word of mouth Anna Bianchi |
| title_fullStr | Driving consumer engagement in Social Media influencing electronic word of mouth Anna Bianchi |
| title_full_unstemmed | Driving consumer engagement in Social Media influencing electronic word of mouth Anna Bianchi |
| title_short | Driving consumer engagement in Social Media |
| title_sort | driving consumer engagement in social media influencing electronic word of mouth |
| title_sub | influencing electronic word of mouth |
| topic | Social Media (DE-588)4639271-3 gnd Mund-zu-Mund-Werbung (DE-588)4509885-2 gnd |
| topic_facet | Social Media Mund-zu-Mund-Werbung |
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