Is Your Brand a Living Entity?
Document Type
Article
Publication Date
3-18-2014
Abstract
A few companies are using Twitter to converse with followers in ways that build a new kind of connection to the brand.
What is Twitter communicating about your brand to young adults?
Publication Information
Sashittal, Hemant C.; Hodis, Monica; and Sriramachandramurthy, Rajendran (2014). "Is Your Brand a Living Entity?." MIT Sloan Management Review 55.3, 95-96.
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