Driving Consumer Engagement in Social Media: Influencing Electronic Word of Mouth

This book investigates how the form and appeal of marketing communications in social networks influence electronic word of mouth,including an examination of brand type and geographic market. It summarizes the existing research on marketing communications,social media and word of mouth,provides a cutting-edge knowledge based on consumer behavior and effective marketing communications in social media,and is written for scholars and researchers in marketing and communication.

Format: Hardback
Length: 182 pages
Publication date: 11 December 2020
Publisher: Taylor & Francis Ltd

Marketing Communications, Social Media, and Word of Mouth:


Marketing communications, social media, and word of mouth have become increasingly important in today's digital age, shaping consumer attitudes and influencing buying decisions. This book aims to clarify terms often incorrectly and interchangeably used by scholars and marketers and provide principles of effective marketing communications in social media for different brand types and in different geographic markets.


Social media conversations among consumers have gained unprecedented power to shape attitudes, influence perceptions, and drive purchasing decisions. The digital era has brought to the forefront the importance of interpersonal relations and the influence of personal recommendations. This book is the first to empirically investigate how the form and appeal of marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic market.


The author delves into the motivations behind people's exchange of opinions about brands, products, and services in the digital environment. By analyzing consumer behavior and applying relevant marketing principles, the book summarizes the existing research on marketing communications, social media, and word of mouth. It offers a cutting-edge knowledge base based on the analysis of actual consumer behavior and provides valuable insights for scholars and researchers in the fields of marketing and communication.


Furthermore, this research-based book is written with a broader audience in mind, including individuals and organizations interested in understanding how to leverage social media to influence electronic word of mouth. The book provides practical guidelines and strategies for effective social media marketing, helping businesses and professionals navigate the complex landscape of digital communication and achieve their marketing objectives.

Weight: 444g
Dimension: 160 x 241 x 19 (mm)
ISBN-13: 9780367613105