Brand related, consumer to consumer, communication via social media

By:

KAPOOR, PAYAL S

Contributor(s):

JAYASIMHA, K R

Material type:

Mixed materialsPublication details: 2013Description: 43-59Subject(s):

MARKETING

NLM classification:

658.8

In: IIM KOZHIKODE SOCIETY & MANAGEMENT REVIEWMSummary: Social media has a lot to offer to the marketers in the form of a 'web of brand related converastions'. With the popularity of social media, users indulge in 'eword of mouth' (eWOM) behaviour while interacting with other users of social media, thereby diffusing the brand realted discussions to a much larger audience.

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		2/1	Available		P15105

Social media has a lot to offer to the marketers in the form of a 'web of brand related converastions'. With the popularity of social media, users indulge in 'eword of mouth' (eWOM) behaviour while interacting with other users of social media, thereby diffusing the brand realted discussions to a much larger audience.

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