Social media environment has tremendously changed the landscape of marketing communication. Thanks to the development of Internet that creates marketers’ opportunity to tap the potential customer– Generation C and build a meaningful brand engagement with them. This paper will highlights the special ongoing issues pertaining to the growth of social media, mobile social, brand engagement and Generation C as basing to create firms’ sustainable competitive advantage. Marketers need to understand the real behaviour of customers, especially Generation C in order to formulate marketing communication strategies that suits with their lifestyles.

Keywords: Social media, mobile social, brand engagement, Generation C

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