1Chapter 1 Social Media Marketing
806.10 Summary
21.1 Introduction
816.11 FAQ’s
31.2 What is social media marketing?
826.12 References
41.3 5 pillars of social media marketing
83Chapter 7. Social Business: Networking Agents
51.3.1 Social Strategy
847.1 Introduction
61.3.2 Planning and publishing
857.2 Tapping into the Power of Networking Agents
71.3.3 Listening and engagement
867.2.1 Screening for Networking
81.3.4 Analytics and Reporting
877.2.2 Building Conversation Forums
91.3.5 Advertising
887.2.3 Joining Conversation Forums
101.4 How to create a social media marketing strategy
897.3 Earning Networking Agents’
111.5 Categories of social media
907.3.1 Accepting Reviews and Suggestions
121.6 Advantages and disadvantages of social media marketing
917.3.2 Being Responsive
131.6.1 Advantages:
927.3.3 Providing Conversation Materials
141.6.2 Disadvantages
937.3.4 Addressing Problems Head On
151.7 Summary
947.3.5 Being Available
161.8 FAQ’s
957.4 Communicating with networking agents
171.9 References
967.4.1 Crafting Messages for Networking Agents
18Chapter 2. Word Mouth Marketing
977.4.2 Telling a Newsworthy Story
192.1 Introduction
987.4.3 We Can Blend Chuck Norris and Your Shoes
202.2 What is Word of mouth
997.5 Summary
212.3 What Is Word of Mouth Marketing?: 2.3.1 Types of word-of-mouth marketing
1007.6 FAQ’s
222.4 What is the word-of-mouth marketing strategy?
1017.7 References:
232.4.1 How Effective Is Word of Mouth Marketing?
102Chapter 8. Social Business: It’s Not Just About Marketing
242.4.2 Main Types of Word-of-Mouth Marketing Strategies
1038.1 Introduction
252.4.3 Statistics on Word-of-Mouth Marketing
1048.2 The Social Business
262.5 How To Build a Word-of-Mouth Marketing (WOM) Strategy?
1058.3 Social Business Maturity Model
272.6 Benefits of Word-of-Mouth Marketing
1068.3.1 Trial phase
282.7 Real Examples of WOM
1078.3.2 Transition Phase
292.8 Advantages and Disadvantages
1088.3.3 Maturity Phase
302.9 Summary
1098.4 Social B2B Companies
312.10 FAQ’s
1108.5 SAP
322.11 References
1118.6 Summary
33Chapter 3. The word-of-mouth phenomenon in the social media era
1128.7 FAQ’s
343.1 Introduction
1138.8 References
353.2 WOM becomes the “word of mouse”: 3.2.1 Differences between the characteristics of offline and online WOM
114Chapter 9. Consumer Behaviour and Social Network Sites
363.3 WOM in the marketing industry
1159.1 Introduction
373.4 Organic and “fertilized” WOM
1169.2 Rumors or word of mouth? : 9.2.1 Towards a comprehensive definition of WOM
383.5 Summary
1179.3 Negative WOM
393.6 FAQ’s
1189.3.1 What is negative WOM?
403.7 References
1199.3.2 Negative WOM vs positive WOM
41Chapter 4. Social Word of Mouth
1209.4 Some impacts of negative WOM
424.1 Introduction
1219.5 Social media amplified the voice of WOM
434.2 Word-of-Mouthouth Marketing in the Context of Social Media
1229.5.1 Social media vs social network sites
444.3 Why Should One Care About Social Word of Mouth?
1239.5.2 NSWOM across platforms
454.4 Scope of sWOM
1249.6 The drastic consequences of NSWOM: depicting negative consumer behavior
464.5 Importance of sWOM
1259.7 Boycotts, an instrumental aggression : 9.7.1 Brand sabotage, a hostile aggression
474.6 Contemporary Issue: 4.6.1 What’s the Solution?
1269.8 Summary
484.7 Summary
1279.9 FAQ’s
494.8 FAQ’s
1289.10 References
504.9 References
129Chapter 10. Why people spread NSWOM
51Chapter 5. Electronic WOM (eWOM)
13010.1 Introduction
525.1 Introduction
13110.2 Consumer decision journey and the ZMOT
535.2 Traditional WOM and Electronic WOM (eWOM)
13210.3 Why do people instigate NSWOM?
545.3 WHAT EWOM IS NOT: 5.3.1 THE THREE STAGES OF eWOM
13310.4 Individual factors as a drive for NSWOM
555.4 Comparison between WOM A and eWOM
13410.5 Social factors as a drive for NSWOM
565.5 eWOM
13510.6 Contextual factors as a drive for NSWOM : 10.6.1 Other factors that dictate information diffusion
575.6 Different types of eWOM: 5.6.1 Electronic word-of-mouth components
13610.7 The impact of NSWOM on sender’s behavior : 10.7.1 Effects of creating NSWOM on senders
585.7 eWOM: Negative vs Positive Comments
13710.8 The impact of NSWOM on consumer reactions: 10.8.1 Processing persuasive communication
595.8 eWOM and Variables
13810.9 Factors are taken into account while processing NSWOM
605.8.1 eWOM and Credibility
13910.9.1 Impact of NSWOM on cognition and emotions
615.8.2 eWOM and Trust
14010.9.1.1 Cognitive processing of NSWOM
625.8.3 eWOM and Persuasiveness
14110.10 FACTORS IMPACTING CREDIBILITY
635.9 eWOM and Brand Reputation
14210.11 Emotional processing of NSWOM
645.10 eWOM and Social Networks
14310.12 FACTORS IMPACTING EMOTIONS
655.11 eWOM and Information
14410.13 eWOM and WOM behaviors : 10.13.1 Nonpurchasing behaviors
665.12 eWOM and Benefits
14510.14 Summary
675.13 Summary
14610.15 FAQ’s
685.14 FAQ’s
14710.16 References
695.15 References
148Chapter 11. How should you deal with NSWOM?
70Chapter 6. The Social Consumer: The Who, What, Why, and How Behind Sharing
14911.1 Introduction
716.1 Introduction
15011.2 Before the crisis/NSWOM: monitoring social network sites: 11.2.1 Anticipating value-based failures…
726.2 What Is a Social Consumer?
15111.3 Tracking conversations about the brand
736.3 Who Are Social Consumers?
15211.4 Determining NSWOM to be addressed
746.4 How Do Social Consumers Access Social Media?
15311.5 During the crisis/NSWOM: response strategies
756.5 Levels of Engagement and Social Consumer Roles
15411.6 After the crisis/NSWOM: measure and monitor results : 11.6.1 Monitoring online and offline communications and channels
766.6 Social Listeners
15511.7 Summary
776.7 Social Sharers
15611.8 FAQ’s
786.8 Social Influencers
15711.9 References
796.9 Social Influence Marketing Programs
158Index
