The present study explores how organizations use diverse social media applications for
consumer relationship management. Based on a cluster analysis, the social media usage …

This viewpoint provides insights to anyone who is interested in researching consumer use of
social media or using social media in a managerial context. It will be particularly helpful to …

Although social media has become a source of interaction between consumers and their
favorite brands, surprisingly little academic research has sought to understand how social …

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 …

This study investigates the antecedents and impact of social media usage in organizations.
This study uses the technology, organization, and environment framework and includes …

Small businesses need to keep current and build relationships with target consumers and
clients. Today, social media has become increasingly viable for CRM initiatives including …

This study examined the impact of social media platforms and brand awareness in relation
to the consumer decision-making and buying behavior patterns influenced by social media …

The growth of social media has captured the attention of companies, which have responded
by increasing their advertising efforts toward social media users. Previous studies have …

This study examines familiarity, usage, and attitudes towards social media among the fastest
growing small businesses in the US as represented by the Inc. 500. The results show that …

In recent years, social media have become a popular channel through which customers and
companies can interact. However, companies struggle to assess whether their investments …