Driving consumer engagement in social media: influencing electronic word of mouth
Auteur :
Bianchi, Anna
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367613105
Date de publication :
11 déc. 2020
Dimensions :
23,4 x 15,6 cm
Poids :
340 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and　provides principles of effective marketing communications in social media for different brand types and in different geographic markets.