New perspectives in marketing by word-of-mouth.

New Perspectives on Marketing by Word-of-Mouth offers insight to a world where consumers play an even bigger part in the building or breaking of a company's reputation. Some of the things the book will explain include:- How brand love is built in the fashion industry - How larger organisations...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Formato: Electrónico eBook
Idioma:Inglés
Publicado: United Kingdom : Emerald Publishing, 2015.
Colección:Emerald gems.
Temas:
Word-of-mouth advertising.
Bouche-à-oreille (Publicité)
BUSINESS & ECONOMICS > Advertising & Promotion.
Acceso en línea:Texto completo

MARC

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245 0 0 |a New perspectives in marketing by word-of-mouth. 
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300 |a 1 online resource (1 volume) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
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490 1 |a Emerald gems 
588 0 |a Print version record. 
505 0 |a Front Cover; Emerald Gems: New Perspectives in Marketing by Word-of-Mouth; Copyright page; Contents; Preface; The Influences of Electronic Word-of-Mouth Message Appeal and Message Source Credibility on Brand Attitude; 1. Introduction; 2. Literature Review and Hypotheses; 2.1 Electronic Word-of-mouth; 2.2 Message Appeal; 2.3 Message Source Credibility; 2.4 Involvement; 2.5 Brand Attitude; 2.6 Message Source Credibility and Brand Attitude; 2.7 Moderating Effects of Involvement; 3. Method; 3.1 Measurement; 3.1.1 Message appeal; 3.1.2 Message source credibility; 3.1.3 Product involvement 
505 8 |a 3.1.4 Brand attitude3.2 Research Design; 4. Results; 4.1 Basic Data Analysis; 4.1.1 Pretest results; 4.1.2 Sample; 4.1.3 Manipulation checks; 4.1.4 Validation of key constructs; 4.1.5 Sample checks; 4.2 Hypotheses Test; 4.2.1 The effect of message source credibility; 4.2.2 The moderating effect of involvement; 5. Conclusion and Discussions; 5.1 Theoretical Implications; 5.2 Marketing Implications; 5.3 Limitations; 5.4 Future Research Directions; References; Further Reading; Appendix. Measurements, Reliability, and Mean of Variables; Measures Used in the Main Study; About the Authors 
505 8 |a How Large Companies React to Negative Facebook Comments1. Purpose; 2. Method; 3. Findings; A. Censorship (deletion) of Negative Comments; B. Responses to Negative Comments; 4. Discussion; 5. Implications for Future Research; References; Appendix; About the Author; Word of Mouth: Measuring the Power of Individual Messages; Introduction; Conceptualising WOM; Salience of WOM Message Content; Valence; Emotive Aspect; Cognitive Aspect; Methodology; Stage 1 -- The Qualitative Phase; Stage 2 -- Givers of Positive WOM; Validity and reliability testing; Scale structure; Confirmatory factor analysis 
505 8 |a Stage 3 -- Givers of Negative WOMScale structure; WOM's relationships with other constructs; Stage 4 -- Receivers of Positive and Negative WOM; Conclusions and Implications; Limitations, Future Research and Conclusions; Notes; References; About the Authors; The Effect of Consumer Confusion Proneness on Word of Mouth, Trust, and Customer Satisfaction; Introduction; The Concept of Consumer Confusion Proneness and Hypotheses Development; Similarity Confusion Proneness; Overload Confusion Proneness; Ambiguity Confusion Proneness; Model Testing; Measures; The Sample; Measurement and Factor Structure 
505 8 |a Structural Model -- Hypotheses TestingResults; Discussion and Implications; Theoretical Implications; Marketing Implications; Public Policy and Consumer Education Implications; Conclusions, Limitations, and Future Research; References; Further Reading; The Heterogeneous Effect of WOM on Product Sales: Why the Effect of WOM Valence is Mixed?; Introduction; Theoretical Background; Volume of WOM; Valence of WOM; Data; Box office; WOM and Critical Reviews; Movie Categorization; Other Attributes; Results and Discussion; Weekly Patterns of Box Office Revenue and WOM 
520 |a New Perspectives on Marketing by Word-of-Mouth offers insight to a world where consumers play an even bigger part in the building or breaking of a company's reputation. Some of the things the book will explain include:- How brand love is built in the fashion industry - How larger organisations effectively respond to negative social media. 
504 |a Includes bibliographical references. 
590 |a eBooks on EBSCOhost  |b EBSCO eBook Subscription Academic Collection - Worldwide 
650 0 |a Word-of-mouth advertising. 
650 6 |a Bouche-à-oreille (Publicité) 
650 7 |a BUSINESS & ECONOMICS  |x Advertising & Promotion.  |2 bisacsh 
650 7 |a Word-of-mouth advertising.  |2 fast  |0 (OCoLC)fst01180179 
776 0 8 |i Print version:  |t New perspectives in marketing by word-of-mouth.  |d United Kingdom : Emerald Publishing, 2015  |z 9781785608193  |w (OCoLC)951153095 
830 0 |a Emerald gems. 
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938 |a EBSCOhost  |b EBSC  |n 1423686 
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