Summarizing the extant research on marketing communications, social media and word of mouth, this book clarifies terms often incorrectly and interchangeably used by scholars and marketers and¿provides principles of effective marketing communications in social media for different brand types and in different geographic markets.

Anna Bianchi, PhD, is an experienced marketing professional. For over 13 years she has been developing and implementing marketing communication strategies of global brands working in both a marketing department and an advertising agency in Poland, Italy and the U.S. As an international expert in digital and social media marketing, as well as the marketing communications of luxury brands, she led some of the award-winning projects. Her academic research and publications are focused on social media and word of mouth. She is a business consultant and trainer holding lectures on innovative marketing communications for both university students and marketing professionals.

1. Marketing communications in the digital age
2. Social media and their users
3. Word of mouth
4. Content analysis in social media
5. Results overview
6. The influence of marketing communications in social media on electronic word of mouth