Word-of-mouth communication and opinion leadership [electronic resource] / Alan J. Kimmel.
Material type:
FilmPublisher number: 3367 | Henry Stewart TalksSeries: Henry Stewart talks. Marketing & management collection. Why we buyPublication details: London : Henry Stewart Talks, 2013.Description: 1 online resource (1 streaming video file (58 min.) : color, sound)Subject(s): Online resources: | Item type | Current library | Home library | Status | |
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Books
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Chinhoyi University of Technology Libraries | Chinhoyi University of Technology Libraries | Available |
Animated audio-visual presentation with synchronized narration.
Title from title frames.
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.
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