Capturing, analyzing, and managing word-of-mouth in the digital marketplace / Sumangla Rathore and Avinash Panwar, editors.

Contributor(s):

Publisher: Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pa., 17033, USA) : IGI Global, [2016]Description: PDFs (339 pages) : illustrationsContent type:

text

Media type:

electronic

Carrier type:

online resource

ISBN:

9781466694507

Subject(s):

Genre/Form:

Electronic books.

Additional physical formats: No title; Print version:: No titleDDC classification:

658.8/72 23

LOC classification:

HF5415.1265 .C3627 2016e

Online resources:

Click here to access online

Available additional physical forms:

Also available in print.

Contents:

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 Cad�rc�, Ayseg�ul Sagkaya G�ung�or -- 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 / Task�n 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.

Abstract: "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.

Item type:

eBooks

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Includes bibliographical references and index.

Restricted to subscribers or individual electronic text purchasers.

"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.

Also available in print.

Mode of access: World Wide Web.

Description based on title screen (IGI Global, viewed 09/12/2015).