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Driving Consumer Engagement in Social Media

Driving Consumer Engagement in Social Media PDF Author: Anna Bianchi
Publisher: Routledge
ISBN: 1000294668
Category : Business & Economics
Languages : en
Pages : 196

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Book Description
This book investigates how marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic market. It focuses on motivations and reveals why people exchange opinions about brands, products and services in the digital environment. It is written for scholars and researchers within the fields of marketing and communication.