Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus
The widespread use of social media as a marketing tool during the last decade has been
responsible for attracting a significant volume of academic research, which, however, can be …
responsible for attracting a significant volume of academic research, which, however, can be …
Social media in marketing: A review and analysis of the existing literature
People worldwide are largely engaged and attached with the web 2.0 technology and Social
media platforms. By the same token, businesses start looking at such technologies as …
media platforms. By the same token, businesses start looking at such technologies as …
Elements of strategic social media marketing: A holistic framework
Social media marketing is an integral element of 21st-century business. However, the
literature on social media marketing remains fragmented and is focused on isolated issues …
literature on social media marketing remains fragmented and is focused on isolated issues …
Customer relationship management capabilities and social media technology use: Consequences on firm performance
Despite the importance of institutional factors in adopting new technologies, the role of these
drivers in the use of social media technology (SMT) to strengthen customer relationship …
drivers in the use of social media technology (SMT) to strengthen customer relationship …
The value of social media for innovation: A capability perspective
Firms increasingly employ social media for innovation, yet current literature offers little
guidance for developing their strategic uses. This study applies a qualitative, theory-building …
guidance for developing their strategic uses. This study applies a qualitative, theory-building …
Sentiment analysis on Twitter: A text mining approach to the Syrian refugee crisis
N Öztürk, S Ayvaz - Telematics and Informatics, 2018 - Elsevier
The use of social media has become an integral part of daily routine in modern society.
Social media portals offer powerful public platforms where people can freely share their …
Social media portals offer powerful public platforms where people can freely share their …
Accounting, accountability, social media and big data: revolution or hype?
Purpose The purpose of this paper is to outline an agenda for researching the relationship
between technology-enabled networks–such as social media and big data–and the …
between technology-enabled networks–such as social media and big data–and the …
How organizations leverage digital technology to develop customization and enhance customer relationship performance: An empirical investigation
Digital technology (DT) is critical for realizing customization to create business value.
However, research on how DT affects customization and customer relationship performance …
However, research on how DT affects customization and customer relationship performance …
Examining the research on social media in business-to-business marketing with a focus on sales and the selling process
Social media and its impact on business-to-business marketing have received significant
attention from practitioners and researchers. Social media has also impacted the selling …
attention from practitioners and researchers. Social media has also impacted the selling …
Predicting social media performance metrics and evaluation of the impact on brand building: A data mining approach
This study presents a research approach using data mining for predicting the performance
metrics of posts published in brands' Facebook pages. Twelve posts' performance metrics …
metrics of posts published in brands' Facebook pages. Twelve posts' performance metrics …