This study aims to contribute to the research of brand management on social media brand
communities by investigating how brands could improve their relationships with their …

Compared to other communication mediums, the history of social media is relatively brief.
Social media, initially thought a mere fad, has become a global changer of the personal and …

This paper develops a firm-level measure for consumer sentiment using Twitter data and
examines the investment value of consumer experiences in the US airline industry. We …

Studies indicate that disengagement among employees costs the US economy three to six
times more than unemployment. Engaged employees have been found to have a …

For decades, the only obsession of organizational business strategy is to build consumer
loyalty to justify the buying intention of the product or service they offer in order to improve …