This book investigates how marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve

Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, busine

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies

This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge