Consumer engagement with microblogs: the role of the social CEO
<p>This research aims to draw the attention of both marketing practitioners and academics to the potentially influential role of CEOs as ambassadors of their firms on social media. In particular, using a mixed methods approach, the study explores the ways in which CEOs use microblogs in dialog...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Thesis |
| Language: | English |
| Published: |
2017
|