Building brand identity in the age of social media : emerging research and opportunities
著者
書誌事項
Building brand identity in the age of social media : emerging research and opportunities
（Research insights）（Advances in marketing, customer relationship management, and E-services (AMCRMES) book series）
IGI Global Business Science Reference, c2018
- : hardcover
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注記
"Related readings": p. 169-187
Includes bibliographical references and index
内容説明・目次
内容説明
To survive in today's competitive business environment, marketing professionals must look to develop innovative methods of reaching their customers and stakeholders. Social media is a useful tool for developing the relationships between businesses and consumers. Building Brand Identity in the Age of Social Media: Emerging Research and Opportunities is a critical scholarly resource that examines the media consumption and habits of consumers to evaluate the challenges of brand building. Featuring coverage on a broad range of topics such as brand identity, brand loyalty, and social media branding, this book is geared towards marketing professionals, business managers, and individuals interested in how social media fits into today's marketing environments.
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