000			03877cam a22005538i 4500
001			9781003081272
003			FlBoTFG
005			20220509193035.0
006			m d u
007			cr |||||||||||
008			200905s2021 enk ob 001 0 eng
040			_aOCoLC-P _beng _erda _cOCoLC-P
020			_a9781003081272 _q(ebook)
020			_a1003081274
020			_a9781000327625 _q(electronic bk. : EPUB)
020			_a1000327620 _q(electronic bk. : EPUB)
020			_a9781000327618 _q(electronic bk. : Mobipocket)
020			_a1000327612 _q(electronic bk. : Mobipocket)
020			_a1000327604 _q(electronic bk. : PDF)
020			_a9781000327601 _q(electronic bk.)
020			_z9780367532833 _q(hardback)
035			_a(OCoLC)1200036856
035			_a(OCoLC-P)1200036856
050	0	0	_aHF5415.32
072		7	_aBUS _x000000 _2bisacsh
072		7	_aBUS _x041000 _2bisacsh
072		7	_aBUS _x043000 _2bisacsh
072		7	_aKJS _2bicssc
082	0	0	_a658.8/342 _223
100	1		_aZaraket, Sarah, _eauthor.
245	1	0	_aConsumer behaviour and social network sites : _bthe impact of negative word of mouth / _cSarah Zaraket.
264		1	_aAbingdon, Oxon ; _aNew York, NY : _bRoutledge, _c2021.
300			_a1 online resource
336			_atext _btxt _2rdacontent
337			_acomputer _bn _2rdamedia
338			_aonline resource _bnc _2rdacarrier
505	0		_aOnce upon a word... -- ... social media amplified the voice for WOM -- People started talking negatively about brands on SNS... -- ... this impacted other consumer's reactions -- So how can you deal with NSWOM?
520			_a"This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it. Consumer Behaviour and Social Networks tackles different themes relating to negative eWOM. Drawing on both intensive scientific research and professional examples, it bridges the gap between the academic and professional worlds. The book contrasts negative social eWOM to traditional WOM while discussing the specificities of different social networking sites in diffusing such information. It looks at why and how consumers decide to create, share and react to negative social eWOM, suggesting that there are more reasons than are commonly presumed for consumers to articulate themselves on these platforms. It also provides an appreciation of Millennial behaviours with regards to negative social eWOM and how it can alter their decision-making journey. The book concludes with several strategies and key takeaways to deal with and prevent negative social eWOM, while also presenting case studies of brands that have already dealt with it. Most books on WOM are purely professional and lack the theoretical contextualization of the issue. Moreover, they often provide insights on brand-to-consumer conversation but not consumer-to-consumer (C2C) communication. This short book provides marketing academics, students and practitioners with an important insight into these C2C communications that can potentially be harmful to brands"-- _cProvided by publisher.
588			_aOCLC-licensed vendor bibliographic record.
650		0	_aConsumer behavior.
650		0	_aSocial media _xEconomic aspects.
650		0	_aOnline social networks _xEconomic aspects.
650		0	_aWord-of-mouth advertising.
650		0	_aConsumer complaints.
650		7	_aBUSINESS & ECONOMICS / General _2bisacsh
650		7	_aBUSINESS & ECONOMICS / Management _2bisacsh
650		7	_aBUSINESS & ECONOMICS / Marketing / General _2bisacsh
856	4	0	_3Taylor & Francis _uhttps://www.taylorfrancis.com/books/9781003081272
856	4	2	_3OCLC metadata license agreement _uhttp://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
999			_c128710 _d128710