Social Media as an Effective Tool for Integrated Marketing Communications: Evidence from China
Abstract The deep penetration of social media has brought a significant influence on people’s lives and marketing communications. Social media has been realised as an effective tool in marketing as it allows interactive and two-way communication between consumers and organisations. An increasing nu...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2018
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| Online Access: | https://eprints.nottingham.ac.uk/54024/ |