CHAPTER 1

Social Word of Mouth Marketing (sWOM)

Figure 1.1 An example of social sharing on Twitter

Source: Courtesy of C. Munoz.

Too personal? A tweet can say a lot. And a tweet with a hashtag and an image not only communicates more, but is also much more likely to be shared. The screenshot in Figure 1.1 embodies many topics that this book will explore: the role of storytelling, the persuasive power of images, emotional appeals, personalization, and social sharing. It also marks the beginning a positive story—which is where all good social media campaigns (and books) should begin.

In the summer of 2014, Coca-Cola launched the personalized, “Share ...

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