Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace

Sumangla Rathore (Sir Padampat Singhania University, India) and Avinash Panwar (Sir Padampat Singhania University, India)
Indexed In: SCOPUS
Release Date: August, 2015|Copyright: © 2016 |Pages: 339|DOI: 10.4018/978-1-4666-9449-1
ISBN13: 9781466694491|ISBN10: 1466694491|EISBN13: 9781466694507
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With the growth of information technology—and the Internet in particular—many new communication channels and platforms have emerged. These platforms are focused on being not only user friendly, but also highly interactive, providing many unique ways to create and distribute content.

Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace explores the way these new channels and platforms affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing. Featuring a special emphasis on social media, blogging, viral marketing, and other forms of e-communication, this timely reference source is essential for students, researchers, academics, and marketing practitioners.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Blogging
  • Brand Building
  • Competitive Advantage
  • Facebook
  • Purchasing Behavior
  • Social Media
  • Tourism Promotion
  • Viral Marketing

Reviews and Testimonials

Business marketing and management scholars explore how the concept of word of mouth marketing can be applied in online communication. They cover electronic word of mouth: concepts and practices, precursors to electronic word of mouth, capturing and analyzing electronic word of mouth, and studies in the Indian context. Among specific topics are electronic word of mouth marketing techniques for competitive advantage, motivations behind becoming a blogger and their business implications, developing a research framework to assess online consumer behavior using netnography in India, investigating the impact of electronic word of mouth on consumer purchase intention, and evaluating the role of content and emotions in viral marketing.

– ProtoView Book Abstracts (formerly Book News, Inc.)

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Sumangla Rathore is currently working as Assistant Professor in School of Management at Sir Padampat Singhania University, Udaipur, Rajasthan, India. She holds a PhD in e-commerce domain and a Post graduate degree in Computer Applications. Dr. Rathore has been an active participant in crosscultural international experiences involving students and academic exchange. She has several national and international publications to her credit in the field of e-commerce and Information Technology. Her research interests are in the field of e-commerce, Social media, electronic Word of Mouth, online buying behavior, technology adoption and usability evaluation.
Avinash Panwar holds a PhD in e-commerce domain and a Master’s degree in Computer Science and Applications. His interest areas in teaching and research include System Designing, application of IT for improvement of processes and public services, Social Network Analysis and electronic Word of Mouth. He has an experience of more than 14years in various administrative and academic positions. Dr. Panwar has had international exposure through his visit to University of Nebraska, USA as a faculty representative for a 15 day exchange programme which included 40 students from five different countries. He is also strongly associated with academic fraternity by means of guest lectures, collaborative research, conferences, meetings and other academic initiatives. He hasseveral national and international publications to his credit.