Word-of-Mouth Marketing on Social Media. Influence on Buying Decisions, Evolution and Recommendations for Companies
(Sprache: Englisch)
Marketing has changed. Imagine yourself standing in a shoe store looking for a new pair of sneakers. Which ones will you buy? Those you have seen once or twice in a TV commercial? Or those which your friends wear and recommend? Despite the effects of...
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Marketing has changed. Imagine yourself standing in a shoe store looking for a new pair of sneakers. Which ones will you buy? Those you have seen once or twice in a TV commercial? Or those which your friends wear and recommend? Despite the effects of commercials the "word-of-mouth" from trusted persons has an outstanding effect on our decisions. Especially the influence of social media and its correlation with the so-called word-of-mouth-marketing had caused a certain movement in marketing. In her new book Jennifer Bettinger sheds a light on this phenomenon. She shows how word-of-mouth can have a far-reaching impact and presents a structured overview on the evolution of traditional marketing up to today's social media marketing. She analyses modern and old marketing techniques and conducts two expert interviews. Keywords: - marketing; - word-of-mouth; - social media; - WOM; - Facebook; - Instagram
Bibliographische Angaben
- Autor: Jennifer Bettinger
- 2018, 84 Seiten, Maße: 14,9 x 21 cm, Kartoniert (TB), Englisch
- Verlag: Studylab
- ISBN-10: 3960952473
- ISBN-13: 9783960952473
- Erscheinungsdatum: 15.06.2018
Sprache:
Englisch
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