The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.
Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions.
Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries. A significant portion of eWOM occurs on social media platforms. Social word of mouth (sWOM)-a subset of eWOM-has incredible reach with the potential to influence over 4.6 billion active social media consumers.
The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power. Our goal in writing this book is to bring together industry best practices and academic research to help you construct social media content that
- speaks with your brand voice,
- stimulates engagement,
- inspires consumers to #share,
- and complies with industry and federal guidelines.
Autorentext
Natalie T. Wood, PhD, is an associate dean and professor of marketing at Saint Joseph's University. Her work in social media focuses on word of mouth, advertising and influencer marketing. She is a co-author of #Share: How to Mobilize Social Word of Mouth (sWOM), Virtual Social Identity and Consumer Behavior and Maximizing Commerce and Marketing Strategies through Micro-Blogging.