Guendalina, Graffigna; Veronica, Ravaglia; Eleonora, Brivio - In: Micro & Macro Marketing (2012) 2, pp. 237-256
in terms of cocreationof shared values. In this context, Twitter - the most popularmicroblogging service in the world … their followers .However the conception of Twitter as a tool to promote brand engagementis far from being mature, both in …, interactive and relationalconditions that turn a brand into an engaging and influential actoron Twitter. More specifically, we …