Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities

摘要

The book offers new insights into the importance of social media in market communication strategies, especially with respect to managing social media as a way to build successful brands and enhance customer relationships. The studies chapters, based on literature reviews and empirical studies give evidence for the efficacy of social media strategies in different industries and firms. The book should be valuable to academicians and students, as well as practitioners who seek information about the latest developments concerning computer-mediated marketing strategies.