Affiliation:
1. Beykent University, Turkey
Abstract
The recent growth of social media, or consumer-generated media, has given rise to bidirectional communication between consumers and marketers. There is some evidence that the dialogue appears to help the business performance of companies by influencing, for example, product sales, consumer attitudes, and consumer decision-making. This chapter examines the evidence, with a particular focus on on-line consumer product reviews. Also investigated is the role trust plays in how marketing works in the social media. Managerial implications and research directions are indicated.
Reference98 articles.
1. Advertising Research Foundation. (2006). Defining engagement initiative. Retrieved on March 30, 2014, from http://thearf.org/research-arf-initiatives-defining-engagement
2. American Marketing Association. (2014). Dictionary. Retrieved on April 13, 2014, from https://www.ama.org/resources/Pages/Dictionary.aspx
3. Reviews without a Purchase: Low Ratings, Loyal Customers, and Deception
4. Intentional social action in virtual communities