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Leveraging computer-mediated marketing environments /

"This book discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. It als

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Bibliographic Details
Corporate Authors: IGI Global
Group Author: Bowen, Gordon, 1950-; Ozuem, Wilson, 1974-
Published: IGI Global,
Publisher Address: Hershey, Pennsylvania :
Publication Dates: [2019]
Literature type: eBook
Language: English
Subjects:
Internet marketing > Social aspects.
Online social networks.
Social media.
Marketing > Social aspects.
Online Access: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-7344-9
Summary: "This book discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. It als
Carrier Form: 27 PDFs (473 pages)
Bibliography: Includes bibliographical references and index.
ISBN: 9781522573456
Access: Restricted to subscribers or individual electronic text purchasers.
Index Number: HF5415
CLC: F713.36
Contents: Section 1. Framing and situating computer-mediated marketing environments. Chapter 1. The dynamics of social media marketing content and customer retention ; Chapter 2. The dynamics of social media and value co-creation ; Chapter 3. Social media and soc

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