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Driving Consumer Engagement in Social Media: Influencing Electronic Word of Mouth - Routledge Studies in Marketing Bianchi, Anna (University of Warsaw, Poland) 1.º edición
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Driving Consumer Engagement in Social Media: Influencing Electronic Word of Mouth - Routledge Studies in Marketing
Bianchi, Anna (University of Warsaw, Poland)
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.
208 pages, 48 Line drawings, black and white; 1 Halftones, black and white; 34 Tables, black and whi
| Medios de comunicación | Libros Hardcover Book (Libro con lomo y cubierta duros) |
| Publicado | 11 de diciembre de 2020 |
| ISBN13 | 9780367613105 |
| Editores | Taylor & Francis Ltd |
| Páginas | 182 |
| Dimensiones | 241 × 160 × 19 mm · 444 g |
| Lengua | Inglés |
