<p><b>The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.</b></p><p>Each day, millions of consumers venture online to search and exchange product information, seek out, and share opinions.</p><p>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 reach with the potential to influence over 4.6 billion active social media consumers.</p><p><b>The purpose of this book is to examine the influence of sWOM and provide guidance on how to operationalize its growing power.</b> Our goal in writing this book is to bring together industry best practices and academic research to help you construct social media content that</p><ul><li>speaks with your brand voice, </li><li>stimulates engagement, </li><li>inspires consumers to #share, </li><li>and complies with industry and federal guidelines.</li><br><br><b>Author:</b> Natalie T. Wood, Caroline K. Muñoz<br><b>Publisher:</b> Business Expert Press<br><b>Published:</b> 12/07/2022<br><b>Pages:</b> 218<br><b>Binding Type:</b> Paperback<br><b>Weight:</b> 0.66lbs<br><b>Size:</b> 9.00h x 6.00w x 0.46d<br><b>ISBN:</b> 9781637424148