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What is Word-of-Mouth Communication

Chapter 18
Handbook of Research on Effective Advertising Strategies in the Social Media Age
Communication shared by consumers about a product or promotion and the act of sharing such communication. This definition is based on the definition of the American Marketing Association (2014).
Published in Chapter:
Advertising Ethics in the Social Media Age
Tanses Yasemin Gülsoy (Beykent University, Turkey)
Copyright: © 2015 |Pages: 18
DOI: 10.4018/978-1-4666-8125-5.ch018
Abstract
Advertising ethics covers a wide range of issues, from the advertising of alcohol to misleading price claims. Advertising ethics research has traditionally concentrated on the influence of advertising on consumers or the society in general. New media tend to give rise to new ethical situations. This chapter aims to examine the issue of advertising ethics in the social media and offer suggestions for resolving some of the ethical concerns raised by social media advertising.
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Chapter 23
Does Social Media Marketing Improve Business Performance?
Communication shared by consumers about a product or promotion and the act of sharing such communication (based on the definition of the American Marketing Association, 2014 ).
Published in Chapter: Does Social Media Marketing Improve Business Performance?; From: Handbook of Research on Effective Advertising Strategies in the Social Media Age
Full Text Chapter Download: US $37.50 Add to Cart
Chapter 13
Mobbing and Word-of-Mouth Communication (WOM) in the Digital Age: An Application of Crisis Situations in Maritime Organisations
Word-of-mouth communication is defined as positive or negative verbal communication between groups such as experts, employees, family members, friends and current or potential customers, independent of the forwarding. The literature underlines that word-of-mouth communication is a very effective factor in the decision of employees' positive or negative thoughts about their organization.
Published in Chapter: Mobbing and Word-of-Mouth Communication (WOM) in the Digital Age: An Application of Crisis Situations in Maritime Organisations; From: Future Role of Sustainable Innovative Technologies in Crisis Management
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Chapter 9
A Study on Influencers' Role in the Buying-Decision Process Within the Context of Word-of-Mouth Marketing: A Comparison Between USA and Turkey
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