Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

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With the growth of information technologya€”and the Internet in particulara€”many new communication channels and platforms have emerged. These platforms are focused on being not only user friendly, but also highly interactive, providing many unique ways to create and distribute content. Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace explores the way these new channels and platforms affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing. Featuring a special emphasis on social media, blogging, viral marketing, and other forms of e-communication, this timely reference source is essential for students, researchers, academics, and marketing practitioners.This view holds that customers evaluate a productor service performance and compare their evaluation with their expectations prior to purchase or consumption. In his second paper (Oliver, 1981) analysed to satisfaction as a post-choice evaluative judgment regarding a specific purchase ... Azar (2008) analyses that the tipping would improve service quality and increase economic efficiency as tips areanbsp;...


Title:Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace
Author:Rathore, Sumangla
Publisher:IGI Global - 2015-08-28
ISBN-13:

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