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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...
| Clasificación: | Libro Electrónico |
|---|---|
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
United Kingdom :
Emerald Publishing,
2015.
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| Colección: | Emerald gems.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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
- 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
- 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
- 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
- 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