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Focusing on the intersection of marketing communications and social media, this book clarifies commonly misunderstood terminology and offers effective communication principles tailored to various brand types and geographic markets. It synthesizes existing research on word of mouth and social media strategies, providing valuable insights for scholars and marketers seeking to enhance their understanding and application of marketing in the digital age.
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Driving Consumer Engagement in Social Media, Anna Bianchi
- Language
- Released
- 2020
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- (Hardcover)
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