Word of Mouth and Social Media/ edited by Allan J Kimmel

Introduction Allan J. Kimmel and Philip J. Kitchen 1. WOM and Social Media: Presaging Future Directions for Research and Practice Allan J. Kimmel and Philip J. Kitchen 2. Word-of-Mouth Marketing Influence on Offline and Online Communications: Evidence From Case Study Research Lars Groeger and Francis Buttle 3. Word-of-Mouth Rhetorics in Social Media Talk Anat Toder-Alon, Frederic F. Brunel and Susan Fournier 4. How Credibility Affects eWOM Reading: The Influences of Expertise, Trustworthiness, and Similarity on Utilitarian and Social Functions Jonas Reichelt, Jens Sievert and Frank Jacob 5. eWOM and the Importance of Capturing Consumer Attention within Social Media Terry Daugherty, Ernest Hoffman 6. How "Social" Are Social Media? A Cross-Cultural Comparison of Online and Offline Purchase Decision Influences Kendall Goodrich and Marieke de Mooij 7. Understanding Online Firestorms: Negative Word of Mouth Dynamics in Social Media Networks Jurgen Pfeffer, Thomas Zorbach and Kathleen M. Carley 8. Tweet This, Not That: A Comparison Between Brand Promotions in Microblogging Environments Using Celebrity and Company-Generated Tweets Natalie H. Wood and Janee N. Burkhalter 9. Missed eWOM Opportunities: A Cross Sector Analysis of Online Monitoring Behavior Nora Ganim Barnes and Stephanie L. Jacobsen