Social media and brand engagement in the age of the customer

• Main Authors: Lasuin, Charlie Albert, Omar, Azizah, Ramayah, T.
• Format: Conference or Workshop Item
• Language: English
• Published: 2015
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/17534/1/20_ICoEC2015%20138-144.pdf; http://repo.uum.edu.my/17534/; http://icoec.my/index.php/proceedings/5-icoec-2015-proceedings/103-social-media-and-brand-engagement-in-the-age-of-the-customer

Social media environment has tremendously changed the landscape of marketing communication.Thanks to the development of Internet that creates marketers’ opportunity to tap the potential customer–Generation C and build a meaningful brand engagement with them. This paper will highlights the special o...