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#Share: Building Social Media Word of Mouth
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The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.
Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions.
Electronic word-of-mouth (eWOM) communication has been shown to influence consumer actions across a variety of industries. A significant portion of eWOM occurs on social media platforms. Social word of mouth (sWOM)—a subset of eWOM—has incredible rea...
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