Word-of-Mouth Marketing on Social Media. Influence on Buying Decisions, Evolution and Recommendations for Companies (Paperback) (ISBN-13: 9783960952473)

Marketing has changed. Imagine yourself standing in a shoe store looking for a new pair of sneakers. Which ones will you buy? Those you have seen once or twice in a TV commercial? Or those which your friends wear and recommend? Despite the effects of commercials the "word-of-mouth" from trusted persons has an outstanding effect on our decisions. Especially the influence of social media and its correlation with the so-called word-of-mouth-marketing had caused a certain movement in marketing. In her new book Jennifer Bettinger sheds a light on this phenomenon. She shows how word-of-mouth can have a far-reaching impact and presents a structured overview on the evolution of traditional marketing up to today's social media marketing. She analyses modern and old marketing techniques and conducts two expert interviews. Keywords: - marketing; - word-of-mouth; - social media; - WOM; - Facebook; - Instagram

Author: Jennifer Bettinger
ISBN-10: 3960952473
ISBN-13: 9783960952473
Publisher: Studylab
Language: English
Published: 06/05/2018
Pages: 84
Format: Paperback
Weight: 0.27lbs
Size: 8.27h x 5.83w x 0.20d