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The role of the partner brand’s social media power in brand alliances
(American Marketing Association, 2018-05)
Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to ...
Social media metrics - A framework and guidelines for managing social media
Social media are becoming ubiquitous and need to be managed like all other forms of media that organizations employ to meet their goals. However, social media are fundamentally different from any traditional or other online ...
No comment?! The drivers of reactions to online posts in professional groups
Social media has moved beyond personal friendships to professional interactions in high-knowledge industries. In particular, online discussion forums are sponsored by firms aiming to position themselves as thought-leaders, ...
Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Electronic word-of-mouth (eWOM) is often tracked in volume and valence metrics, but the topic of conversation may vary from the brand to its advertising to purchase statements. How do these different topics affect company ...
Battle of the brand fans: impact of brand attack and defense on social media(article)
Fans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social ...
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