Inspired in the role of language in consumer and brand communication, the present book provides and in depth discussion of linguistics theory applied to the marketing field, using empirical text mining methods. In the context of today's online communication revolution, this book provides theoretical, methodological, and managerial insights related to consumer reviews and social media marketing.
Villarroel Ordenes, F. (2017). Language in action, analyzing online consumer-brand communication through the lens of speech act theory. Amsterdam : Maastricht University.
Language in action, analyzing online consumer-brand communication through the lens of speech act theory
Villarroel Ordenes, Francisco
2017
Abstract
Inspired in the role of language in consumer and brand communication, the present book provides and in depth discussion of linguistics theory applied to the marketing field, using empirical text mining methods. In the context of today's online communication revolution, this book provides theoretical, methodological, and managerial insights related to consumer reviews and social media marketing.File in questo prodotto:
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