Abstract
This chapter focuses on the role of innovation in social media. This means explaining the ways social innovations can be utilised in order to increase the efficiency of marketing communications. Different types of social marketing innovation will be discussed and explained in this chapter. This will enable a better understanding about some of the new technological innovations influencing social marketing.
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Ratten, V. (2022). Social Marketing Innovation. In: Managing Innovation in Organisations. Springer, Singapore. https://doi.org/10.1007/978-981-19-3100-0_6
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DOI: https://doi.org/10.1007/978-981-19-3100-0_6
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