Driving Consumer Engagement in Social Media
Influencing Electronic Word of Mouth
- 182 pages
- 7 hours of reading
Focusing on the intersection of marketing communications and social media, this book clarifies commonly misused terminology while summarizing existing research. It offers principles for effective marketing strategies tailored to various brand types and geographic markets, emphasizing the importance of word of mouth in the digital landscape. The insights aim to enhance understanding and application of marketing communications in the context of social media.
