Anna Bianchi
Broschiertes Buch

Driving Consumer Engagement in Social Media

Influencing Electronic Word of Mouth

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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.Conversations among consumers on social media now have an unprecedented ability to shape attitudes toward people, products, services, brands and to influence buying decisions. Consequently, the digital era brings to the fore the importance of interpersonal relations and t...