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Social contagion is ubiquitous in the day-to-day lives of consumers. Whether at home with their families, at work with colleagues, spending leisure time with fr

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

Product sales, especially for new products, are influenced by many factors. These factors are both internal and external to the selling organization, and are bo

This book is designed to guide aspirants and beginners in the field of Mass Communication, especially those who are contemplating a professional career after th

First Published in 2017. Routledge is an imprint of Taylor & Francis, an Informa company.