Word-of-mouth communication and opinion leadership [electronic resource] / Alan J. Kimmel.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Why we buy: Publisher: London : Henry Stewart Talks, 2013Description: 1 online resource (1 streaming video file (58 min.) : color, sound)Subject(s): Communication in marketing | Communication -- Technological innovations -- Social aspects | Consumer behavior | Internet marketing | Marketing -- Case studies | Marketing -- Management | Online social networks | Oral communication | Public opinionOnline resources: Click here to access online | Series 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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Mode of access: World Wide Web.