Dragonfly Effect

Prof. Jennifer Aaker, one of the most respected consumer researcher, wrote a book entitled “Dragonfly Effect” about social media with her husband Andy Smith. I have added a couple of chapters from this book in my syllabus. I will highly recommend this book to you. It is not specifically about social media marketing per se, but it talks about the use of social media in various nonbusiness settings.

Here is a video of the interview of Andy Smith where he is discussing use of social media in Obama’s presidential campaign.

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