Does 'talkability' and social media success at Christmas equal sales at the tills?

John Lewis has won this year's Christmas campaigns battle - but will social media views and share of the festive public conversation translate to success at the tills when retail figures are published in January?

by Ian Griggs
Will social media success equate to money in the tills in January?
Will social media success equate to money in the tills in January?

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