Electronic Word of Mouth as a Promotional Technique (PDF)
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This book explores the current state of knowledge on how electronic word-of-mouth (eWOM) can help or hurt brands. A series of articles explores how marketers can use eWOM to help build brands as well as how negative eWOM can be harmful to brands. This book was originally published as a special issue of the International Journal of Advertising.
Juran Kim is a Professor of Business Administration at Jeonju University, South Korea. She currently serves as Associate Executive Secretary for the Global Alliance of Marketing and Management Scholars. Her work has appeared in the Journal of Advertising, International Journal of Advertising, Journal of Business Research, Journal of Consumer Mediate Communications, and several other leading publications.
Charles R. Taylor is the John A. Murphy Professor of Marketing at Villanova University, USA. He currently serves as Editor-in-Chief of the International Journal of Advertising. He has published more than 100 peer reviewed articles and has received the Ivan L. Preston and Flemming Hansen Awards for lifetime contribution to advertising research. He is a past President of the American Academy of Advertising.
- 2020, 180 Seiten, Englisch
- Herausgegeben: Shu-Chuan Chu, Juran Kim, Charles R. Taylor
- Verlag: Taylor & Francis
- ISBN-10: 0429780362
- ISBN-13: 9780429780363
- Erscheinungsdatum: 17.04.2020
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