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Battle of the brand fans: impact of brand attack and defense on social media(article)
(Elsevier, 2018-08)
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 ...
Social media analytical CRM: a case study in a bank
(IOS Press, 2023)
The use of the social media (SM) has become more and more widespread during the last two decades, the companies started looking for insights for how they can improve their businesses using the information accumulating ...
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