Download or read book Driving Consumer Engagement in Social Media written by Anna Bianchi and published by Routledge. This book was released on 2020-12-10 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book investigates how marketing communications in social networks influence electronic word of mouth, including an examination of brand type and geographic market. It focuses on motivations and reveals why people exchange opinions about brands, products and services in the digital environment. It is written for scholars and researchers within the fields of marketing and communication.