Kilgour, Mark; Sasser, Sheila L.; Larke, Roy - In: Corporate Communications: An International Journal 20 (2015) 3, pp. 326-343
Purpose – Social media is an engaging area of research that is rapidly evolving. The purpose of this paper is to focus on how corporations should effectively utilize this new media as a marketing channel. The key to any successful communication strategy is matching the message to the target...