Through 15 chapters, management and other scholars from the US, Asia, Europe, and Tunisia discuss the management of public relations and brand image through social media, with a focus on developing countries. They address public relations, publicity, and reputation management, including managing negative publicity; brand management, including country brand management and consumer engagement; customer relationship management; the impact of social media adoption on knowledge sharing, purchase intentions, instant gratification, and emotions and attitudes; and emerging trends in digital marketing, such as electronic word-of-mouth.
– ProtoView Reviews