#Share - Wood, Natalie T.; Munoz, Caroline K.
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Social word of mouth (sWOM) 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 sWOM and provide guidance on how to operationalise its growing power.

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Produktbeschreibung
Social word of mouth (sWOM) 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 sWOM and provide guidance on how to operationalise its growing power.
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Autorenporträt
Natalie T. Wood, PhD, is an associate dean and professor of marketing at Saint Joseph's University. Her work in social media focuses on word of mouth, advertising and influencer marketing. She is a co-author of #Share: How to Mobilize Social Word of Mouth (sWOM), Virtual Social Identity and Consumer Behavior and Maximizing Commerce and Marketing Strategies through Micro-Blogging.