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Word of Mouth on Social Media: A Potent Tool for Brand Building

Word of Mouth on Social Media: A Potent Tool for Brand Building

Disha Mathur, Dipin Mathur
Copyright: © 2016 |Pages: 16
ISBN13: 9781466694491|ISBN10: 1466694491|EISBN13: 9781466694507
DOI: 10.4018/978-1-4666-9449-1.ch003
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MLA

Mathur, Disha, and Dipin Mathur. "Word of Mouth on Social Media: A Potent Tool for Brand Building." Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace, edited by Sumangla Rathore and Avinash Panwar, IGI Global, 2016, pp. 45-60. https://doi.org/10.4018/978-1-4666-9449-1.ch003

APA

Mathur, D. & Mathur, D. (2016). Word of Mouth on Social Media: A Potent Tool for Brand Building. In S. Rathore & A. Panwar (Eds.), Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace (pp. 45-60). IGI Global. https://doi.org/10.4018/978-1-4666-9449-1.ch003

Chicago

Mathur, Disha, and Dipin Mathur. "Word of Mouth on Social Media: A Potent Tool for Brand Building." In Capturing, Analyzing, and Managing Word-of-Mouth in the Digital Marketplace, edited by Sumangla Rathore and Avinash Panwar, 45-60. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-4666-9449-1.ch003

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Abstract

In the present era of technology enabled markets, social media marketing is gaining increasing importance through the process of gaining website traffic or attention with the use of social media websites. To most of the entrepreneurs, social media marketing is the “next big thing”. It is a powerful tool that must be taken advantage of. In a very short span of time, social media marketing has become one of the most loved media for the youths today. Social Media Marketing (SMM) is the hottest new marketing concept and every business owner wants to know the way in which social media can generate value for their business. Businesses today are using SMM for grabbing attention, stimulating interest, creating desire and promoting action. It has become a panacea for communication, visibility, promotion, brand building and everything. This chapter attempts to highlight the significance of e-WOM on social media as a tool for brand building and creating value to business. It also discusses its role, benefits and challenges.

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