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

Book Description

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.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
    1. Mission
    2. Coverage
  5. Editorial Advisory Board
  6. Preface
  7. Acknowledgment
  8. Section 1: Electronic Word of Mouth: Concepts and Practices
    1. Chapter 1: Electronic Word of Mouth
      1. ABSTRACT
      2. INTRODUCTION
      3. THE ADVENT OF eWOM
      4. WHAT IS eWOM?
      5. CONCEPTS RELATED TO eWOM
      6. IMPORTANCE OF eWOM TO CONSUMERS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    2. Chapter 2: eWOM Marketing Techniques for Competitive Advantage
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. SOLUTIONS AND RECOMMENDATIONS
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    3. Chapter 3: Word of Mouth on Social Media
      1. ABSTRACT
      2. INTRODUCTION OF SOCIAL MEDIA AS A MARKETING PLATFORM
      3. RADICAL SHIFT IN BUSINESS IN INDIA
      4. PURPOSE OF SOCIAL MEDIA MARKETING (SMM)
      5. ROLE OF SOCIAL MEDIA MARKETING (SMM) IN BUSINESS
      6. ELECTRONIC WORD OF MOUTH (E-WOM) MARKETING
      7. REASONS OF POPULARITY OF E-WOM MARKETING
      8. IMPORTANT WORDS IN E-WOM
      9. THREE E’S IN E-WOM MARKETING
      10. IMPORTANCE OF E-WOM MARKETING
      11. POPULAR WAYS OF E-WOM MARKETING
      12. ADVANTAGES OF E-WOM MARKETING
      13. DISADVANTAGES OF E-WOM MARKETING
      14. SOME INSTANCES OF E-WOM MARKETING MISHAPS
      15. CHALLENGES IN ETHICAL E-WOM MARKETING
      16. SOME EXAMPLES OF COMPANIES USING E-WOM MARKETING SUCCESSFULLY
      17. CONCLUSION
      18. REFERENCES
      19. KEY TERMS AND DEFINITIONS
    4. Chapter 4: Electronic Word-of-Mouth
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCLUSION
      4. REFERENCES
      5. KEY TERMS AND DEFINITIONS
  9. Section 2: Precursors to Electronic Word of Mouth
    1. Chapter 5: Electronic Word-of-Mouth Communication in Online Social Networks
      1. ABSTRACT
      2. INTRODUCTION
      3. STUDY BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. METHOD
      6. RESULTS
      7. SOLUTIONS AND RECOMMENDATIONS
      8. FUTURE RESEARCH DIRECTIONS
      9. CONCLUSION
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
      12. ENDNOTES
    2. Chapter 6: Motivations behind Becoming a Blogger and Their Business Implications
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND: THE PLACE OF BLOGS IN THE FASHION SECTOR
      4. TOWARDS AN UNDERSTANDING OF THE MOTIVATIONS TO BECOME A FASHION BLOGGER
      5. FUTURE RESEARCH DIRECTIONS
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
      8. ENDNOTES
    3. Chapter 7: Investigating Factors Affecting Electronic Word-of-Mouth
      1. ABSTRACT
      2. INTRODUCTION
      3. REVIEW OF LITERATURE
      4. CUSTOMER SATISFACTION
      5. RESEARCH METHODOLOGY
      6. DATA ANALYSIS
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
  10. Section 3: Capturing and Analysing Electronic Word of Mouth
    1. Chapter 8: Network Text Analysis and Sentiment Analysis
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. THE SOCIAL NETWORK ANALYSIS
      5. NETWORK TEXT ANALYSIS AND THE ANALYSIS OF WORD-OF-MOUTH IN THE DIGITAL MARKETPLACE
      6. THE PINK BEER CASE STUDY
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    2. Chapter 9: Developing a Research Framework to Assess Online Consumer Behaviour Using Netnography in India
      1. ABSTRACT
      2. INTRODUCTION
      3. REVIEW OF LITERATURE
      4. INDIAN CONTEXT
      5. RESOLVING ISSUES THROUGH NETNOGRAPHY
      6. RESEARCH METHODOLOGY
      7. CONCLUSION
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    3. Chapter 10: An Application of Text Mining to Capture and Analyze eWOM
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. AN APPLICATION OF TEXT MINING IN THE TOURISM SECTOR
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
  11. Section 4: Studies in Indian Context
    1. Chapter 11: Facebook Experience Is Different
      1. ABSTRACT
      2. INTRODUCTION
      3. CONCEPTUAL FRAMEWORK
      4. ADVANTAGES OF POSITIVE BRAND EXPERIENCE
      5. LITERATURE REVIEW
      6. RESEARCH GAP
      7. OBJECTIVES
      8. RESEARCH AND STATISTICAL HYPOTHESES
      9. RESEARCH METHODOLOGY
      10. ANALYSIS AND INTERPRETATION
      11. BASIC SAMPLE ANALYSIS
      12. ONE-WAY REPEATED MEASURES ANOVA
      13. IMPLICATIONS OF RESEARCH
      14. LIMITATIONS, FUTURE RESEARCH AVENUES, AND CONCLUSION
      15. REFERENCES
      16. KEY TERMS AND DEFINITIONS
    2. Chapter 12: Investigating impact of Electronic Word of Mouth on Consumer Purchase Intention
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. RESEARCH METHODOLOGY AND DATA SOURCE
      5. RESULT
      6. CONCLUSION
      7. FUTURE RESEARCH
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    3. Chapter 13: E-WOM Issues and Challenges
      1. ABSTRACT
      2. INTRODUCTION
      3. REVIEW OF LITERATURE
      4. RESEARCH METHODOLOGY USED IN THE STUDY
      5. DATA ANALYSIS AND INTERPRETATION
      6. FINDINGS AND CONCLUSION
      7. RECOMMENDATIONS AND FUTURE DIRECTIONS
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    4. Chapter 14: Is It Worth Sharing?
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. DATA ANALYSIS
      5. FINDINGS
      6. DISCUSSION
      7. MANAGERIAL IMPLICATIONS
      8. LIMITATIONS
      9. AVENUES FOR FUTURE RESEARCH
      10. CONCLUSION
      11. REFERENCES
      12. KEY TERMS AND DEFINITIONS
    5. Chapter 15: Impact of Online Reviews on Purchasing Decisions
      1. ABSTRACT
      2. INTRODUCTION
      3. DATA ANALYSIS AND INTERPRETATION
      4. CONCLUSION AND DISCUSSION
      5. REFERENCES
      6. KEY TERMS AND DEFINITIONS
  12. Compilation of References
  13. About the Contributors