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Setting the future of digital and social media marketing research: Perspectives and research propositions

Volume: 59, Pages: 102168 - 102168
Published: Jul 10, 2020
Abstract
The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the...
Paper Details
Title
Setting the future of digital and social media marketing research: Perspectives and research propositions
Published Date
Jul 10, 2020
Volume
59
Pages
102168 - 102168
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