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Social media has found its way into most businesses as a tool to push sales. Yet its potential to create long-term customer loyalty is not fully exploited. Especially in industries characterized by fierce competition customer loyalty is key for sustainable success. But how can companies attract the future consumers? Born in the digital age, digital natives are powerful experts of social media and will dominate businesses. Building on insights from the aviation industry, this book develops an approach to use social media in a way that engages the digital natives in long-term relationships.

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