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

In an age of overwhelming Internet competition and rampant takeovers, marketers face the very real challenge of understanding how to engage customers online. Le

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

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