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Word of Mouth and Social Media
From Routledge
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| #8342751 in Books | 2014-07-23 | Original language:English | PDF # 1 | .60 x6.90 x9.70l,.0 | File type: PDF | 176 pages||About the Author||Allan J. Kimmel is Professor of Marketing at ESCP Europe in Paris, France. He holds MA and Ph.D. degrees in social psychology from Temple University, USA. His research and writing interests focus on consumer behavior, marketing
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. Whereas WOM has been around since as long as people have engaged in conversations, its transmission is no longer limited to face-to-face interactions over the clothesline and across backyard fences. Today, the dissemination...
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