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Word-of-Mouth Marketing on Social Media. Influence on Buying Decisions, Evolution and Recommendations for Companies

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Marketing has changed. Imagine yourself standing in a shoe store looking for a new pair of sneakers. Which ones will you buy? Those you have seen once or twice in a TV commercial? Or those which your friends wear and recommend? Despite the effects of commercials the “word-of-mouth” from trusted persons has an outstanding effect on our decisions....
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Autor: Jennifer Bettinger
Anbieter: Studylab
Sprache: Englisch
EAN: 9783960952466
Veröffentlicht: 07.05.2018
Format: EPUB
Schutz: nichts
Marketing has changed. Imagine yourself standing in a shoe store looking for a new pair of sneakers. Which ones will you buy? Those you have seen once or twice in a TV commercial? Or those which your friends wear and recommend? Despite the effects of commercials the “word-of-mouth” from trusted persons has an outstanding effect on our decisions. Especially the influence of social media and its correlation with the so-called word-of-mouth-marketing had caused a certain movement in marketing.In her new book Jennifer Bettinger sheds a light on this phenomenon. She shows how word-of-mouth can have a far-reaching impact and presents a structured overview on the evolution of traditional marketing up to today’s social media marketing. She analyses modern and old marketing techniques and conducts two expert interviews.Keywords:- marketing;- word-of-mouth;- social media;- WOM;- Facebook;- Instagram
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