Conceptualising word-of-mouth: In an era of social media.
Contribuinte(s) |
Bridson Kerrie Parris Melissa Anne |
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Data(s) |
01/06/2016
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Resumo |
Word-of-mouth is a marketing tool in which the consumer has the power to influence others brand choice. This research examined what is word-of-mouth in a social media context, specifically Facebook, allowing the marketer to understand how and what consumers talk about in order to engage them in conversations about their brand and product choice. |
Identificador | |
Idioma(s) |
eng |
Publicador |
Deakin University, Faculty of Business and Law, Department of Marketing |
Relação |
http://dro.deakin.edu.au/eserv/DU:30088946/vandenberg-agreement-2016.pdf http://dro.deakin.edu.au/eserv/DU:30088946/vandenberg-conceptualisingword-2016A.pdf |
Direitos |
The author |
Palavras-Chave | #Marketing #Social media #Facebook #Consumers #E-Commerce #Retail industry |
Tipo |
Thesis |