Kimmel, Alan J. <br/><br/>
Word-of-mouth communication and opinion leadership  [electronic resource] / 
Alan J. Kimmel. 
 - London :  Henry Stewart Talks,  2013. 
 - 1 online resource (1 streaming video file (58 min.) :  color, sound). 
 - Why we buy : understanding consumer behavior .
 - Henry Stewart talks.  Marketing & management collection.  Why we buy .
<br/><br/> Animated audio-visual presentation with synchronized narration.  Title from title frames. 
<br/><br/>Contents: The power of consumer-to-consumer influence -- Case examples: Hush Puppies; The Hunger Games -- Defining word of mouth (WOM) -- Online vs. offline WOM -- Customer reviews -- What consumers are talking about and to whom -- Consumer influencers -- Opinion leadership process -- Means to identify influencers -- Converting consumers into advocates -- WOM motivations. 
<br/><br/> Access restricted to subscribers. 
<br/><br/><br/>Mode of access: World Wide Web. <br/>System requirements:  Browser compatibility: updated Mozilla Firefox, Google Chrome, Safari or Internet Explorer 8+.  Browser settings: enable JavaScript, enable cookies from the Henry Stewart Talks site.  Required Desktop Browser plugins & viewers:  Updated Adobe Flash Player & Adobe Acrobat Reader. Mobile device & operating system versions: Android v2.1+, iPhone 4+ (iOS v5.x+), iPad 2+ (iOS v5.x+), BlackBerry OS v7.0+, Windows Phone v6.5.1+. 
<br/><br/><label>Publisher. No.: </label>3367  Henry Stewart Talks 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication in marketing.<br/>Communication--Technological innovations--Social aspects.<br/>Consumer behavior.<br/>Internet marketing.<br/>Marketing--Case studies.<br/>Marketing--Management.<br/>Online social networks.<br/>Oral communication.<br/>Public opinion.