The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising campaign in social media. The economics and...

It is indisputable that technology is present in everyday life. In this digital era, brands need to adapt to the changing pace of the needs and desires of society to distinguish themselves from their adversaries, especially in the electronic environment. Hence, they must have well-defined and...

Part 1: Traditional and Digital Perspectives on Public Sector Marketing Communications -- Chapter 1: Traditional and Digital Perspectives on Public Sector Marketing Communications -- Part 2: Advertising and Direct Marketing -- Chapter 2: Public Service Advertising and Celebrity endorsement in...

1. Marketing Communications and Brand Development in A Changing World – Introduction, Issues and Perspectives -- 2. SMEs Adoption of Artificial Intelligence-Chatbots for Marketing Communication: A Conceptual Framework for an Emerging Economy -- 3. Integration of Augmented Reality (AR) and...