PurposeThis paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.Design/methodology/approachThis briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.FindingsFirms are using social media to establish brand communities as a means of strengthening innovation efforts. Key to success is identifying factors which enhance customer experience on brand pages to thus increase engagement levels and stimulate positive brand-related behaviors.Originality/valueThe briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Strategic Direction – Emerald Publishing
Published: Apr 9, 2018
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