Summarizing the extant research on marketing communications, social
media and word of mouth, this book clarifies terms often incorrectly and
interchangeably used by scholars and marketers and provides principles
of effective marketing communications in social media for different
brand types and in different geographic markets.
Conversations among consumers on social media now have an unprecedented
ability to shape attitudes toward people, products, services, brands and
to influence buying decisions. Consequently, the digital era brings to
the fore the importance of interpersonal relations and the power of
personal recommendations. This book is the first to empirically
investigate 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. The author focuses on
motivations and reveals why people exchange opinions about brands,
products and services in the digital environment. The book summarizes
the existing research on marketing communications, social media and word
of mouth, provides a cutting-edge knowledge based on the analysis of the
actual behavior of consumers and rules of effective marketing
communications in social media.
This research-based book is written for scholars and researchers within
the fields of marketing and communication. It may also be of interest to
a wider audience interested in understanding how to use social media to
influence electronic word of mouth.
