Social Marketing and Advertising in the Age of Social Media
- ISBN-10
- 1786434679
- ISBN-13
- 9781786434678
- Category
- Business & Economics
- Pages
- 192
- Language
- English
- Published
- 2020-11-27
- Publisher
- Edward Elgar Publishing
- Authors
- Linda Brennan, Lukas Parker
Description
This book provides much-needed insight into current social marketing and advertising practices. The authors offer a framework for social marketing, before exploring the mechanics of social media and present marketing strategy. Chapters cover the use of both positive and negative emotions in social marketing and advertising, and explore the ethical challenges associated with the practice in the age of social media.
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