The purpose of this book is to examine the influence of s WOM and provide guidance on how to operationalize its growing power.
Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions.
Electronic word-of-mouth (e WOM) communication has been shown to influence consumer actions across a variety of industries. A significant portion of e WOM occurs on social media platforms. Social word of mouth (s WOM)—a subset of e WOM—has incredible reach with the potential to influence over 4.6 billion active social media consumers.
The purpose of this book is to examine the influence of s WOM and provide guidance on how to operationalize its growing power. Our goal in writing this book is to bring together industry best practices and academic research to help you construct social media content that
- speaks with your brand voice,
- stimulates engagement,
- inspires consumers to #share,
- and complies with industry and federal guidelines.
O autorze
Caroline K. Muñoz, Ph D, is a professor of marketing at the University of North Georgia. Her research explores marketing pedagogy and political marketing in the context of visually oriented social media platforms.
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