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

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.

• | Author: Anna Bianchi
• | Publisher: Routledge
• | Publication Date: Dec 11, 2020
• | Number of Pages: 208 pages
• | Language: English
• | Binding: Hardcover
• | ISBN-10: 0367613107
• | ISBN-13: 9780367613105