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Special Issue on Information Flow and WOM in Social Media and Online Communities.
| Call Number: | Libro Electrónico |
|---|---|
| Main Author: | |
| Other Authors: | , |
| Format: | Electronic eBook |
| Language: | Inglés |
| Published: |
Bradford, West Yorkshire :
Emerald Publishing Limited,
2017.
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| Series: | Online Information Review Ser.
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| Subjects: | |
| Online Access: | Texto completo |
Table of Contents:
- Cover; Editorial advisory board; Guest editorial; Don't be so emotional! How tone of voice and service type affect the relationship between message valence and consumer responses to WOM in social media; Application of social media analytics: a case of analyzing online hotel reviews; m-WOM in a brand's Facebook fan page; Do different kinds of user-generated content in online brand communities really work?; Sharing co-creation experiences contributes to consumer satisfaction; Antecedents and outcomes of online brand engagement.
- Customer engagement on social media: how to enhance continuation of useTransforming followers into fans:a study of Chinese users of the WeChat Official Account; Antecedents of consumer intention to follow and recommend an Instagram account; The brand personalities of brand communities: an analysis of online communication.