Agency-Generated Research of Consumer-Generated Content: The Risks, Best Practices, and Ethics
Social media enable advertising agencies to engage directly with the public by participating in—and observing—real conversations. The current study recruited a Delphi panel to explore how some of the world’s leading advertising professionals view the use of social media to test, track, and evaluate...
| Main Authors: | , |
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| Format: | Journal Article |
| Published: |
World Advertising Research Center
2014
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| Online Access: | http://hdl.handle.net/20.500.11937/10946 |
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