This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it. Consumer Behaviour and Social Network Sites tackles different themes relating to negative eWOM. Drawing on both intensive scientific research and professional examples, it bridges the gap between the academic and professional worlds. The book contrasts negative social eWOM to traditional WOM while discussing the specificities of different social networking sites in diffusing such information. It looks at why and how consumers decide to create, share and react to negative social eWOM, suggesting that there are more reasons than are commonly presumed for consumers to articulate themselves on these platforms. It also provides an appreciation of web users' behaviours with regards to negative social eWOM and how it can alter their decision-making journey. The book concludes with several strategies and key takeaways to deal with and prevent negative social eWOM. Most books on WOM are purely professional and lack the theoretical contextualization of the issue. Moreover, they often provide insights on brand-to-consumer conversation but not consumer-to-consumer (C2C) communication. This short book provides marketing academics, students and practitioners with an important insight into these C2C communications that can potentially be harmful to brands.

First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.

This Edited Volume "Consumer Behavior and Marketing" is a collection of reviewed and relevant research chapters, offering a comprehensive overview of recent developments in the field of psychology. The book comprises single chapters authored by various researchers and edited by an expert active in the research area. All chapters are complete in itself but united under a common research study topic. This publication aims at providing a thorough overview of the latest research efforts by international authors and open new possible research paths for further novel developments.

This book provides a solid understanding of electronic word of mouth (eWOM) by taking the reader through the process of information diffusion from rumour generation in times of traditional word of mouth (WOM) to negative social eWOM and examining how consumers process it. Consumer Behaviour and Social Network Sites tackles different themes relating to negative eWOM. Drawing on both intensive scientific research and professional examples, it bridges the gap between the academic and professional worlds. The book contrasts negative social eWOM to traditional WOM while discussing the specificities of different social networking sites in diffusing such information. It looks at why and how consumers decide to create, share and react to negative social eWOM, suggesting that there are more reasons than are commonly presumed for consumers to articulate themselves on these platforms. It also provides an appreciation of web users' behaviours with regards to negative social eWOM and how it can alter their decision-making journey. The book concludes with several strategies and key takeaways to deal with and prevent negative social eWOM. Most books on WOM are purely professional and lack the theoretical contextualization of the issue. Moreover, they often provide insights on brand-to-consumer conversation but not consumer-to-consumer (C2C) communication. This short book provides marketing academics, students and practitioners with an important insight into these C2C communications that can potentially be harmful to brands.

In the past two decades, research on electronic commerce and platforms has thrived. Tremendous academic research has been conducted on this specific concept. Over the last decade, with the rise of applications and mobile technology, that stream of research has extended to the collaborative economy, more colloquially known as the sharing economy. The commonality between e-commerce and collaborative consumption being that they both occur online and rely predominantly on platforms. The Handbook of Research on the Platform Economy and the Evolution of E-Commerce is a comprehensive reference book offering a holistic perspective of the platform economy by connecting the e-commerce and collaborative economy streams into a common framework. As such, this integrated perspective offers a clearer understanding of the key trends in research and in managerial action, as well as an agenda for future studies and practice. This handbook emphasizes how the digital transition will create an increased merging between physical and digital activities, as well as the challenges and opportunities pertaining to this trend. Covering topics including sharing economy, Marketing 4.0, and digital applications, this book is essential for marketers, managers, executives, students, researchers, and academicians.

This timely book focuses on influence and behavior analysis in the broader context of social network applications and social media. Twitter accounts of telecommunications companies are analyzed. Rumor sources in finite graphs with boundary effects by message-passing algorithms are identified. The coherent, state-of-the-art collection of chapters was initially selected based on solid reviews from the IEEE/ACM International Conference on Advances in Social Networks, Analysis, and Mining (ASONAM '17). Chapters were then improved and extended substantially, and the final versions were rigorously reviewed and revised to meet the series standards. Original chapters coming from outside of the meeting round out the coverage. The result will appeal to researchers and students working in social network and social media analysis.

This timely edited collection offers a multidisciplinary perspective on social commerce, a phenomenon that has gained increasing interest over the last 8 years. Investigating how social media can be used to generate value for brands beyond customer relationship purposes, the skilled authors explore how social media users co-create value for businesses, influence other consumers and generate electronic word-of-mouth (eWOM). Providing insights from practitioners and academics, this book goes further than simply exploring e-commerce and social media, and addresses the real relevance of social commerce in today’s business landscape. With a selection of contemporary case studies and a Foreword written by Inthefrow’s creator, Victoria Magrath, Social Commerce will be an engaging read for those studying consumer behaviour, online marketing, and e-commerce.