Consumer engagement with microblogs : the role of the social CEO
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 dialogue with c...
| Main Author: | |
|---|---|
| Other Authors: | |
| Published: |
University of Oxford
2017
|
| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.729849 |