Lasuin, Charlie Albert and Omar, Azizah and Ramayah, T. (2015) Social media and brand engagement in the age of the customer. In: International Conference on E-Commerce (ICoEC) 2015, 20-22 Oktober 2015, Kuching, Sarawak, MALAYSIA.

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Abstract

Social media environment has tremendously changed the landscape of marketing communication.Thanks to the development of Internet that creates marketers’ opportunity to tap the potential customer–Generation C and build a meaningful brand engagement with them. This paper will highlights the special ongoing issues pertaining to the growth of social media, mobile social, brand engagement and Generation C as basing to create firms’ sustainable competitive advantage. Marketers need to understand the real behaviour of customers, especially Generation C in order to formulate marketing communication strategies that suits with their lifestyles.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	ISBN: 978-967-0910-10-9 Organized by: School of Accountancy, Universiti Utara Malaysia
Uncontrolled Keywords:	Social media, mobile social, brand engagement, Generation C
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Business Management
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	13 Mar 2016 02:24
Last Modified:	14 Apr 2016 06:20
URI:	https://repo.uum.edu.my/id/eprint/17534

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