Word of mouth and social media
Éditeur :
Taylor & Francis Ltd
ISBN :
9781032929033
Date de publication :
14 oct. 2024
Dimensions :
24,6 x 17,4 cm
Poids :
330 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This collection examines a key new development in the contemporary marketing landscape, the relationship between the informal exchange of information and advice among consumers – known as word of mouth (WOM) – and emerging social media. This book was originally published as a special issue of the Journal of Marketing Communications.