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Traditional marketing media have been losing their effectiveness and digital marketing spend is on the rise. The author discusses and demarcates incognito, exposed, and unveiled social media campaigns that marketers have been utilizing in order to improve ROI, and illustrates the increasing prevalence of these unconventional approaches. A typology is presented and the managerial implications of entrepreneurial social media marketing campaigns are explored.

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Can Uslay

Can Uslay

Rutgers Business School

Dr. Uslay received his MBA and PhD from the Georgia Institute of Technology where he also taught for three years. His research interests lie broadly within marketing strategy and theory construction. He is a recipient of the Chancellor's Award, the Valerie Scudder Award...

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