Contents
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