Driving Consumer Engagement in Social Media : Influencing Electronic Word of Mouth.
- 1st ed.
- 1 online resource (196 pages)
- Routledge Studies in Marketing Series .
- Routledge Studies in Marketing Series .
Cover -- Half Title -- Title Page -- Copyright Page -- Table of Contents -- List of figures -- List of tables -- Acknowledgments -- Introduction -- Chapter 1: Marketing communications in the digital age -- Chapter 2: Social media and their users -- 2.1: Social media marketing -- Chapter 3: Word of mouth -- 3.1: Electronic word of mouth -- 3.1.1: Why do people spread eWOM on social media? -- 3.1.2: Why do people search for eWOM on social media? -- 3.1.3: What are the consequences of eWOM on social media for consumers? -- 3.1.4: What are the consequences of eWOM on social media for companies? -- 3.2: Word-of-mouth marketing -- 3.2.1: Viral reach -- Chapter 4: Content analysis on social media -- 4.1: What to examine and why? -- 4.1.1: The influence of marketing communication form and appeal type on eWOM in social networks -- 4.1.2: eWOM and marketing communication effects on social networks in different product categories -- 4.1.3: Marketing communications of luxury brands on social media in an international context -- 4.1.4: Differences between countries in social media usage and eWOM -- 4.2: Research setting -- 4.2.1: Facebook -- 4.2.2: Cosmetic market -- 4.2.3: Luxury brands -- 4.2.4: The US, Italian and Polish markets -- 4.3: Research method -- 4.4: Measuring electronic word of mouth on social media -- Chapter 5: Results overview -- Chapter 6: The influence of marketing communications in social media on electronic word of mouth -- 6.1: Marketing communication form -- 6.2: Marketing communication appeals -- 6.3: Brand type -- 6.4: Geographic market -- 6.5: Discussion -- Conclusions -- Index.
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.