In today's marketplace, social media advertising, such as Facebook ads, are an especially valuable tool for small and medium-sized enterprises (SMEs), which are often financially …
In this study, I focused on whether Facebook wall posts or private messages create a higher response rate from the receivers. First, I explain the background of internet communication …
X Chen, Y Wang, S Wei - Information Technology and Management, 2023 - Springer
With the unprecedented influence of social media, firms are increasingly relying on social media as a channel for marketing interaction. While firm-generated content (FGC) has …
Social media platforms such as Facebook empower individual users to interact with companies and with each other on company-managed business pages. Users can generate …
Research investigating the drivers of consumers' engagement with brands on social media is proliferating. However, little is known about how advertising outside social media drives …
K van Enckevort, J Ansari-Dunkes - 2013 - diva-portal.org
This research addresses an urgent contemporary problem within advertising and brand management in the new era of social networks-how do companies act on social networking …
Advertising spending on social networking sites reached $41 billion in 2017, with the bulk (67.9 percent) spent on Facebook (eMarketer, 2017). The value of social networking sites as …
Social media offers huge potential for corporate communication and branding activities. However, due to the novelty of the research field, many mechanisms regarding …
W Tafesse - Marketing Intelligence & Planning, 2015 - emerald.com
Purpose–The purpose of this paper is to analyse Facebook brand posts along dimensions of vividness, interactivity, novelty, brand consistency and content type and tests how these …