Word of mouth and social media / Edited by Allan J. Kimmel and Philip J. Kitchen

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Word of mouth and social media / Edited by Allan J. Kimmel and Philip J. Kitchen

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KIMMEL, Allan J. - Professeur à ESCP Europe. Science publisher | KITCHEN, Philip J.. Science publisher

Published by Routledge - 2015

Library: Paris Champerret

Source : Syracuse

Item type: Book
Language: English

Publication year: 2015

ISBN: 978-0-415-74380-8

Subjects: MEDIA - STRATEGIC MARKETING - VERBAL COMMUNICATION - CONSUMPTION

This book offers ground-breaking research from an impressive array of internationally renowned marketing researchers on the nature and dynamics of WOM transmitted through social media channels, advancing our understanding of consumer influence, which to date has largely focused on offline WOM. Among the topical issues covered are best practices for marketing practitioners,

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