Off The Wall A Content Analysis Of Ewom Word Of Mouth On Vans Facebook Community
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| Author | : Chris Huebner |
| Publisher | : |
| Total Pages | : 36 |
| Release | : 2015-07-16 |
| Genre | : |
| ISBN | : 9783668009172 |
Master's Thesis from the year 2014 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, University of South Carolina, course: Word-of-mouth, language: English, abstract: Word-of -mouth (WOM) communication is ubiquitous. Consumers discuss favorite restaurants, where to buy a car and complain when a brand's customer service falls flat. These conversations, both positive and negative, have an impact on consumer behavior. In fact, WOM conversations generate more than 3.3 billion brand impressions each day (Keller & Libai, 2009). WOM has been shown to increase movie sales (Liu, 2006), the adoption of social platforms (Trusov, Bucklin and Pauwels, 2009) and the success of television programs (Godes and Mayzlin, 2004). While much of the current literature focuses on the consequences and behavioral mechanisms of WOM, little research has explored why people share their experiences with products or services (Berger, 2013). The purpose of this study was to gain an understanding of what consumers are posting on Facebook as it pertains to the performance of eWOM. To do so, the researcher performed a systematic content analysis based on Braun and Clarke's (2006) thematic approach to content analysis. The researcher found that eWOM was most often performed as positive product affect, as a self-presentation strategy and to express brand loyalty or belonging to a brand community.
| Author | : Nripendra P. Rana |
| Publisher | : Springer Nature |
| Total Pages | : 337 |
| Release | : 2019-11-11 |
| Genre | : Business & Economics |
| ISBN | : 3030243745 |
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
| Author | : Dominique M. Hanssens |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 507 |
| Release | : 2005-12-19 |
| Genre | : Business & Economics |
| ISBN | : 0306475944 |
From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. The bibliography of this book supports the notion that the academic research in marketing led the way. The journey was difficult, sometimes halting, but ultimately market response research advanced and then insinuated itself into the fabric of modern management.
| Author | : Zizi Papacharissi |
| Publisher | : Routledge |
| Total Pages | : 337 |
| Release | : 2010-09-10 |
| Genre | : Computers |
| ISBN | : 1135966168 |
A Networked Self examines self presentation and social connection in the digital age. This collection brings together new work on online social networks by leading scholars from a variety of disciplines. The volume is structured around the core themes of identity, community, and culture—the central themes of social network sites. Contributors address theory, research, and practical implications of the many aspects of online social networks.
| Author | : Shelly Rodgers |
| Publisher | : Routledge |
| Total Pages | : 853 |
| Release | : 2019-04-15 |
| Genre | : Business & Economics |
| ISBN | : 1351208292 |
Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. With new chapters on forms of advertising, theories, and concepts, and an emphasis on the role of new technology, this new edition is uniquely positioned to provide detailed overviews of advertising theory. Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory—and across advertising contexts—both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts. This new edition includes a balance of theory and practice that will help provide a working knowledge of the primary theoretical approaches and will help readers synthesize the vast literature on advertising with the in-depth understanding of practical case studies and examples within every chapter. It also looks at mobile advertising in a broader context beyond the classroom and explores new areas such as native advertising, political advertising, mobile advertising, and digital video gaming.
| Author | : Shelly Rodgers |
| Publisher | : Taylor & Francis |
| Total Pages | : 466 |
| Release | : 2017-02-17 |
| Genre | : Business & Economics |
| ISBN | : 1317225465 |
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
| Author | : Peter C. Verhoef |
| Publisher | : Routledge |
| Total Pages | : 339 |
| Release | : 2016-01-08 |
| Genre | : Business & Economics |
| ISBN | : 1317561929 |
Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.
| Author | : Robert W. Palmatier |
| Publisher | : Springer |
| Total Pages | : 332 |
| Release | : 2017-08-29 |
| Genre | : Business & Economics |
| ISBN | : 3319619853 |
This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
| Author | : Dan Zarrella |
| Publisher | : "O'Reilly Media, Inc." |
| Total Pages | : 245 |
| Release | : 2009-11-13 |
| Genre | : Computers |
| ISBN | : 1449383106 |
Are you looking to take advantage of social media for your business or organization? With easy-to-understand introductions to blogging, forums, opinion and review sites, and social networks such as Twitter, Facebook, and LinkedIn, this book will help you choose the best -- and avoid the worst -- of the social web's unique marketing opportunities. The Social Media Marketing Book guides you through the maze of communities, platforms, and social media tools so you can decide which ones to use, and how to use them most effectively. With an objective approach and clear, straightforward language, Dan Zarrella, aka "The Social Media & Marketing Scientist," shows you how to plan and implement campaigns intelligently, and then measure results and track return on investment. Whether you're a seasoned pro or new to the social web, this book will take you beyond the jargon to social media marketing mastery. Make sense of this complicated environment with the help of screenshots, graphs, and visual explanations Understand the history and culture of each social media type, including features, functionality, and protocols Get clear-cut explanations of the methods you need to trigger viral marketing successes Choose the technologies and marketing tactics most relevant to your campaign goals Learn how to set specific goals for your campaigns and evaluate them according to key performance indicators Praise for The Social Media Marketing Book: "Let Zarrella take you to social-media marketing school. You'll learn more from reading this book than a month of research on the Internet."--Guy Kawasaki, co-founder of Alltop.com "If I could be any other person for a day, it would be Dan Zarella. Either him or Brad Pitt. But Dan's smarter. This book is why I say that."--Chris Brogan, President of New Marketing Labs "This book demonstrates a beginning to the endless possibilities of the Social Web."-- Brian Solis, publisher of leading marketing blog PR 2.0
| Author | : Cherniece J. Plume |
| Publisher | : Chandos Publishing |
| Total Pages | : 184 |
| Release | : 2016-09-30 |
| Genre | : Computers |
| ISBN | : 008101757X |
Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. - includes extensive literature search on social media in the context of the marketing discipline - provides key areas for future research and recommendations for practitioners - shows the importance for marketers of understanding individual behaviour on social media
