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Social Media Advertising and Its Impact on Consumer Behaviour

Social Media Advertising and Its Impact on Consumer Behaviour

Paperback (28 Jan 2023)

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Publisher's Synopsis

Social media (SM) is inevitable in modern human life and business. People use it not only for networking but also for shopping, education, investment, politics, social cause, marketing, and generally, it has become an integral part of their life. Similarly, modern businesses regard social media as the most effective way to market their offerings to consumers. More than 160 million businesses around the world have adopted it as an integral element of promotion mix, since it enables direct communication with customers (Cooper, 2020; Hootsuite, 2020; Mangold & Faulds, 2009). As a result, marketer‟s dependence on traditional tools (i.e. television and newspapers) has reduced and social media has become an advertising battleground for brands.

Book information

ISBN: 9788793530379
Publisher: Emmanuel Elioth Lulandala
Imprint: Emmanuel Elioth Lulandala
Pub date:
Language: English
Number of pages: 226
Weight: 308g
Height: 229mm
Width: 152mm
Spine width: 12mm