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The effect of negative word-of-mouth in social networks

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posted on 2011-01-01, 00:00 authored by Andre BonfrerAndre Bonfrer
An understanding of how customers communicate with one another can substantially improve marketing communication performance. Marketing practitioners and researchers are extremely interested in understanding and harnessing network effects to improve marketing effectiveness and efficiency. At the heart of this issue is how, and how often, people talk to one another about the company’s products. We refer to this type of communication as “word-of-mouth.” For the purpose of this chapter, word-ofmouth is defined as some type of communication between two or more connected customers or potential customers. Such communication can take the form of verbal, face-to-face communication or many other means, including e-mail, telephone, cell-phone-based text messages, blogs, instant messaging, social network software (e.g., Facebook, Friendster, LinkedIn), and soon.

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Title of book

The Connected Customer: The Changing Nature of Consumer and Business Markets

Pagination

307 - 336

ISBN-13

9781848728370

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