Driving Consumer Engagement in Social Media: Influencing Electronic Word of Mouth

This book explores how the form and appeal of marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic market. It focuses on motivations and reveals why people exchange opinions about brands, products, and services in the digital environment. It is written for scholars and researchers and may also be of interest to a wider audience interested in understanding how to use social media to influence electronic word of mouth.

Format: Paperback / softback
Length: 182 pages
Publication date: 01 August 2022
Publisher: Taylor & Francis Ltd

Marketing Communications, Social Media, and Word of Mouth:

The extant research on marketing communications, social media, and word of mouth is extensive, covering various aspects of these phenomena. This book aims to clarify terms often incorrectly and interchangeably used by scholars and marketers, providing a comprehensive understanding of effective marketing communications in social media for different brand types and in different geographic markets.

In the digital era, social media has emerged as a powerful platform for consumer conversations, influencing attitudes toward people, products, services, brands, and ultimately shaping buying decisions. The power of interpersonal relations and personal recommendations has gained significant importance, making it crucial to understand how marketing communications in social networks influence electronic word of mouth (eWOM).

This book is the first to empirically investigate the form and appeal of marketing communications in social networks and their impact on eWOM. It delves into the motivations behind people's exchange of opinions about brands, products, and services in the digital environment, shedding light on the factors that drive their engagement and influence.

The book summarizes the existing research on marketing communications, social media, and word of mouth, offering a cutting-edge knowledge base derived from the analysis of consumer behavior and the principles of effective marketing communications in social media. It is written for scholars and researchers within the fields of marketing and communication, providing valuable insights for those seeking to understand the dynamics of social media and its impact on marketing strategies.

Furthermore, this research-based book has broader appeal and can be of interest to a wider audience interested in leveraging social media to influence eWOM. It offers practical guidelines and strategies for businesses and marketers to effectively engage with consumers on social media platforms, build brand reputation, and drive positive word-of-mouth recommendations.

In conclusion, the book "Marketing Communications, Social Media, and Word of Mouth" is a valuable resource for scholars, researchers, and practitioners seeking to understand the complexities of marketing communications in the digital age. By clarifying terms, providing empirical insights, and offering practical guidelines, it contributes to the growing body of knowledge on social media and its impact on consumer behavior and marketing strategies.

Weight: 360g
Dimension: 234 x 156 (mm)
ISBN-13: 9780367646226