Consumer Behaviour and Social Network Sites (PDF)

Name: Consumer Behaviour and Social Network Sites
Brand: Taylor & Francis
SKU: 135144848
Price: 26.49 EUR
Availability: OnlineOnly

The Impact of Negative Word of Mouth (Sprache: Englisch)

Autor: Sarah Zaraket

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Consumer Behaviour and Social Network Sites, Sarah Zaraket

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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.

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Autoren-Porträt von Sarah Zaraket

Sarah Zaraket received her PhD in Management Sciences at Pantheon-Sorbonne University, Paris, France. She conducts research on consumer behaviour on social media and has taught several courses on digital marketing, research methodology and innovation. Sarah is the founder of a digital marketing agency based in Paris and has assisted many brands in successfully building their social media strategies.