Inhoudsopgave:
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\u003cp\u003e\u003cb\u003eThe purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.\u003c/b\u003e\u003c/p\u003e\u003cp\u003eEach day, millions of consumers venture online to search and exchange product information, seek out, and share opinions.\u003c/p\u003e\u003cp\u003eElectronic 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)âa subset of eWOMâhas incredible reach with the potential to influence over 4.6 billion active social media consumers.\u003c/p\u003e\u003cp\u003e\u003cb\u003eThe purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.\u003c/b\u003e Our goal in writing this book is to bring together industry best practices and academic research to help you construct social media content that\u003c/p\u003e\u003cul\u003e\u003cli\u003espeaks with your brand voice,\u003c/li\u003e\u003cli\u003estimulates engagement,\u003c/li\u003e\u003cli\u003einspires consumers to #share,\u003c/li\u003e\u003cli\u003eand complies with industry and federal guidelines.\u003c/li\u003e\u003c/ul\u003e |
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