The Globalization of Social Media: Consumer Relationships with Brands Evolve in the Digital Space
Graeme Hutton and Maggie Fosdick
Editor’s Note: The findings that follow represent a compilation from the first five stages—or “Waves”—of a multi-stage Universal McCann (UM) global social-media study.
The Globalization of Social Media: Consumer Relationships with Brands Evolve in the Digital Space
Graeme Hutton and Maggie Fosdick
Universal McCann (UM)
INTRODUCTION: RIDING THE WAVE
Social-Media Ecosystem
Since Universal McCann (UM) initiated its “Wave”...
