Word-of-mouth is a marketing tool in which the consumer has the power to influence others brand choice. This research examined what is word-of-mouth in a social media context, specifically Facebook, allowing the marketer to understand how and what consumers talk about in order to engage them in conversations about their brand and product choice.
Field of Research
150599 - Marketing not elsewhere classified 100%
Socio Economic Objective
970115 - Expanding Knowledge in Commerce, Management, Tourism and Services 100%
Description of original
xvi, 321 pages : figures, tables, some coloured, appendices
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