Social media instruments’ use and importance for the marketing communications mix - An exploratory analysis on companies' in Romania
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References listed on IDEAS
- Manfred Bruhn & Verena Schoenmueller & Daniela B. Schäfer, 2012. "Are social media replacing traditional media in terms of brand equity creation?," Management Research Review, Emerald Group Publishing, vol. 35(9), pages 770-790, August.
More about this item
KeywordsSocial media; integrated marketing communications; fast moving consumer goods; qualitative research; communications strategy.;
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
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