Castriotta, Manuel; Floreddu, Paola Barbara; Di Guardo, … - In: Social media in strategic management, (pp. 63-86). 2013
Purpose Despite the fundamental role that digital social media could play in the process of consumer co-creation, academic research on this topic is still in its infancy. The overall aim of the chapter is to consider how digital social media can be used by firms to encourage and sustain...
