Capturing, analyzing, and managing word-of-mouth in the digital marketplace

Sumangla Rathore and Avinash Panwar, editors

"This book explores the way the new channels and platforms emerging from the Internet use and how they affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing"--Provided by publisher.

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Year of publication:	[2016]
Other Persons:	Rathore, Sumangla (ed.) ; Panwar, Avinash (ed.)
Publisher:	Hershey, Pennsylvania : Business Science Reference, an imprint of IGI Global
Subject:	Welt \| World \| Social Web \| Social web \| Indien \| India \| Virales Marketing \| Viral marketing \| Konsumentenverhalten \| Consumer behaviour \| Kaufentscheidung \| Purchase decision \| Vertrauen \| Confidence \| Online-Marketing \| Soziale Software

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Extent:	Online-Ressource (PDFs (339 pages))
Series:	Advances in marketing, customer relationship management, and e-services (AMCRMES) book series
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references and index Restricted to subscribers or individual electronic text purchasers Mode of access: World Wide Web Electronic word of mouth: definitions and concepts / Rym Srarfi Tabbane, Mohsen Debabi -- eWOM marketing techniques for competitive advantage / Arijit Bhattacharya -- Word of mouth on social media: a potent tool for brand building / Disha Mathur, Dipin Mathur -- Electronic word-of-mouth: an industry tailored application for tourism promotion / Azizul Hassan -- Electronic word-of-mouth communication in online social networks: the motivational antecedents of electronic word-of-mouth (eWOM) engagement in online social networks / Tugce Ozansoy Cadırcı, Aysegül Sagkaya Güngör -- Motivations behind becoming a blogger and their business implications: the case of fashion / Anne-Flore Maman Larraufie, Fabien Sommer -- Investigating factors affecting electronic word-of-mouth / Vineet Chouhan -- Network text analysis and sentiment analysis: an integration to analyse word-of-mouth in the digital marketplace / Veronica Ravaglia, Luca Zanazzi, Elvis Mazzoni -- Developing a research framework to assess online consumer behaviour using netnography in india: a review of related research / Gautam Deka, Sumangla Rathore, Avinash Panwar -- An application of text mining to capture and analyze eWOM: a pilot study on tourism sector / Taskın Dirsehan -- Facebook experience is different: an empirical study in Indian context / Punita Duhan, Anurag Singh -- Investigating impact of electronic word of mouth on consumer purchase intention / Shubham Goswami -- E-WOM issues and challenges: a study with respect to the FMCG sector / Dhiraj Jain, Yuvraj Sharma -- Is it worth sharing?: evaluating the role of content and emotions in viral marketing / Moumita Roy -- Impact of online reviews on purchasing decisions: an empirical study among Indian Academicians / Dhiraj Jain, Lovish Bhansali, K. Sanal Nair Also available in print.
ISBN:	978-1-4666-9450-7 ; 978-1-4666-9449-1 ; 1-4666-9449-1
Other identifiers:	10.4018/978-1-4666-9449-1 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

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