Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These change

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of deve

As ever, the onus is on brands to find compelling ways to earn the attention of the consumer. Yet content scarcity has given way to overload, fixed channels hav

Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advert