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by Caroline K. Muñoz, Natalie T. Wood
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Preface
Chapter 1. Social Word of Mouth Marketing (sWOM)
Chapter 2. The Social Consumer: The Who, What, Why, and How Behind Sharing
Chapter 3. Social Business: It’s Not Just About Marketing
Chapter 4. Legal and Regulatory Issues: Clear and Conspicuous Disclosures
Chapter 5. Social Media Policy and Guidelines: The Rules of Engagement
Chapter 6. Storytelling: What Do You Say and How Do You Say It
Chapter 7. Social Influence: The Power of Persuasion
Chapter 8. sWOM on Popular Platforms
Appendix: List of Resources
Index
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How to Mobilize Social Word of Mouth (sWOM)
Natalie T. Wood and Caroline K. Muñoz
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