Social Media Marketing: Emerging Concepts and Applications (Softcover Reprint of the Original 1st 2018)Paperback - Softcover Reprint of the Original 1st 2018, 9 February 2019

Discusses the conceptual issues involved in social media and integrates them with marketing

Highlights the nuances of digital consumer behaviour

Examines the usage of social media to enhance the creation and appropriation of value in external customer relations with the help of selected case studies