The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook

The social media revolution has altered the communication landscape and has significantly impacted marketing communication

Severin Dennhardt

2013

Scholarcy highlights

  • The social media revolution has altered the communication landscape and has significantly impacted marketing communication
  • With consumers spending more and more time in the social media realm, an increasing share of communication occurs within these new social network environments

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