Driving Consumer Engagement in Social Media: In, Bianchi Hardcover Hardc..

Name: Driving Consumer Engagement in Social Media: In, Bianchi Hardcover Hardc..
Brand: Taylor & Francis

Taylor & Francis

Driving Consumer Engagement in Social MediaInfluencing Electronic Word of Mouth\nAuthor(s): Anna Bianchi\nFormat: Hardback\nPublisher: Taylor & Francis Ltd, United Kingdom\nImprint: Routledge\nISBN-13: 9780367613105, 978-0367613105\nSynopsis\nSummarizing 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.\n\nConversations among consumers on social media now have an unprecedented ability to shape attitudes toward people, products, services, brands and to influence buying decisions. Consequently, the digital era brings to the fore the importance of interpersonal relations and the power of personal recommendations. This book is the first to empirically investigate how the form and appeal of marketing communications in soci.