Driving Consumer Engagement in Social Media : Influencing Electronic Word of Mouth - 9780367646226

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.

• | : Anna Bianchi (University of Warsaw, Poland)
• | Publisher: Taylor & Francis Ltd
• | Publication Date: Aug 01, 2022
• | Country of Publication: United Kingdom
• | Number of Pages: 182 pages
• | Language: Unknown
• | Binding: Paperback / softback
• | ISBN-10: 0367646226
• | ISBN-13: 9780367646226