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

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

Hardcover

Series: Routledge Studies in Marketing

ManagementMarketing

ISBN10: 0367613107
ISBN13: 9780367613105
Publisher: Routledge
Published: Dec 11 2020
Pages: 182
Weight: 0.85
Height: 0.60 Width: 6.10 Depth: 9.40
Language: English
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.

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