In social media marketing, emphasis needs to be placed on creating and adopting effective strategies that can generate electronic word-of-mouth (eWOM) and make the brand go viral …
In today's technology driven world, social networking sites have become an avenue where retailers can extend their marketing campaigns to a wider range of consumers. Chi (2011 …
S Gensler, F Völckner… - Journal of interactive …, 2013 - journals.sagepub.com
The dynamic, ubiquitous, and often real-time interaction enabled by social media significantly changes the landscape for brand management. A deep understanding of this …
Purpose–Social media is an engaging area of research that is rapidly evolving. The purpose of this paper is to focus on how corporations should effectively utilize this new media as a …
Purpose–The purpose of this paper is to: first, examine why companies create brand pages in social media, how they use them, what policies and strategies they follow, and what …
AL Parsons, E Lepkowska-White - Journal of Internet Commerce, 2018 - Taylor & Francis
Managers today face many challenges when using social media in their marketing strategies. Drawing from social media literature, this study introduces a new framework to …
MC Perreault, E Mosconi - 2018 - scholarspace.manoa.hawaii.edu
Social media platforms allow for the integration of online and offline experiences for customers and brand relationships. Firms must understand which moves are the best to …
Consumers are adopting increasingly active roles in co-creating marketing content with companies and their respective brands. In turn, companies and organizations are looking to …
This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure …