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

by Anna Bianchi

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.

Conversations among consumers on social media now have an unprecedented ability to shape attitudes toward...

• Format: Hardcover
• Language: English
• ISBN: 0367613107
• ISBN13: 9780367613105
• Release Date: December 2020
• Publisher: Routledge
• Length: 182 Pages
• Weight: 0.85 lbs.
• Dimensions: 0.6" x 6.1" x 9.4"