How to Drive Brand Communication in Virtual Settings: An Analytical Approach Based on Digital Data (Consumer Brand Alignment and Social Engagement)
- Resource Type
- Topic overview
- Authors
- Ranfagni, Silvia; Faraoni, Monica
- Source
- Global Branding : Breakthroughs in Research and Practice. 2020, p212-226.
- Subject
- Language
- English
How to Drive Brand Communication in Virtual Settings: An Analytical Approach Based on Digital Data (Consumer Brand Alignment and Social Engagement) ABSTRACT INTRODUCTION: SOCIAL ENGAGEMENT AND BRAND PERCEPTION IN ONLINE [...]