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Title: Analyzing the use of social networks sites in the purchasing decision process
Authors: Miranda, F. J.
Rubio, S.
Chamorro, A.
Loureiro, S. M. C.
Issue Date: 2016
Publisher: IGI Global
Abstract: Social networks have quickly become a platform in which citizens feel comfortable interacting with each other. They have not only become a sociological phenomenon, but also a marketing opportunity that firms are unwilling to let go by. This is a new ecosystem in which individuals are as important as firms or the media – an environment in which people are what is important, and one which is having an increasing influence in the business world.
Peer reviewed: yes
DOI: 10.4018/978-1-4666-9787-4.ch109
ISBN: 9781466697881
Appears in Collections:BRU-CLI - Autoria de capítulos de livros internacionais

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