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Including the Audience in Integrated Marketing Communication and Branding: Social Media, Gaming, and Beyond

Elizabeth Crisp Crawford, Emory Daniel, Shu-Yueh Lee
Frontiers Media SA

Digital media has changed the consumer-brand relationship. Traditionally, brands were created by professional marketers. Now, advertising is a collaborative effort that includes the audience. Social...

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Emotions as Key Drivers of Consumer Behaviors: A Multidisciplinary Perspective

Debora Bettiga, Giuliano Noci, Omneya Yacout

Frontiers Media SA

Consumers not only make rational decisions but also emotional ones. Research now recognizes the...

 

Displaying 1 - 2 out of 2 Books

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Frontiers Books

Frontiers Books is a bookstore-like platform that under a unique environment gathers all library services available at Frontiers. You may browse through the pages of Frontiers e-books and Abstract books, past hardcopy issues as well as other academic literature and download them for free in PDF and EPUB format.