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Electronic Word of Mouth as a Promotional Technique: New Insights from Social Media

Edited by Shu-Chuan Chu, Edited by Juran Kim, Edited by Charles R. Taylor

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Recent years have seen digital advertising grow to the point where it will soon overtake television as the no. 1 advertising medium. In the online environment, consumers interact and share their thoughts on brands and their experiences using them. These electronic word-of-mouth (eWOM) communications have become a very important to the success of products. In todayâ€™s cluttered environment, it is especially important to study how the practice of eWOM advertising operates, and how marketers can influence eWOM in social media and other online sites. This volume starts with a chapter on the current state of knowledge on eWOM and then turns its attention to current research articles on a variety of eWOM formats. These include the posting of selfies on social media, the influence of review types on consumer perception and purchase intention, the effects of preannouncement messages, and how user-generated content can be used to induce effectiveness of eWOM on social media. The relationship of eWOM to brand building is emphasized in several of the chapters. This book was originally published as a special issue of the International Journal of Advertising.

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The Coming Wave: AI, Power and Our Future

Mustafa Suleyman
Paperback / softback
352 pages
was: R 295.95
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Stock is usually dispatched in 6-12 days from date of order

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The Colonialist: The Vision of Cecil Rhodes

William Kelleher Storey
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528 pages
was: R 425.95
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This first comprehensive biography of Cecil Rhodes in a generation illuminates Rhodesâ€™s vision for the expansion of imperialism in southern Africa, connecting politics and industry to internal development, and examines how this fueled a lasting, white-dominated colonial society.

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Survive the AI Apocalypse: A guide for solutionists

Bronwyn Williams
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232 pages
was: R 340.95
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Forthcoming

Look around you is anything real or normal any more? News, images and videos created by AI are everywhere.

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The Memory Collectors: A Novel

Dete Meserve
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320 pages

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