Browsing Business Administration by Subject "Social media"
Now showing items 1-10 of 10
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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 ... -
Doing good by sharing messages: An investigation of “You Share, We Donate” campaigns and how they can attain viral success
(Elsevier, 2023-02)With the rise of social media, companies are engaging in a new type of cause-related marketing classified as "You Share, We Donate" (YSWD) campaigns. YSWD campaigns encourage consumers to share the company's campaign ... -
Impact of global brand chief marketing officers’ corporate social responsibility and sociopolitical activism communication on twitter
(Sage, 2022-09)Chief marketing officers (CMOs) engage with their stakeholders on social media platforms to create a digital impact. CMO communication on societal issues is understudied despite heightened global attention to brands’ social ... -
Impact of social media brand blunders on brand trust and brand liking
(Sage, 2023-07)More companies are engaging with consumers in real-time on digital platforms, which may lead to accidental or unintentional sharing of messages. Accordingly, how to manage online brand crises has become an increasingly ... -
Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
(Elsevier, 2016-09)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 ... -
A lure or a turn-off: social media reactions to business model innovation announcements
(Springer, 2023-03)How do people react to business model innovation (BMI) announcements on social media? Is the analysis of social media reactions to BMI announcements a fruitful method for assessing the potential and pitfalls of BMIs? This ... -
No comment?! The drivers of reactions to online posts in professional groups
(Elsevier, 2016-08)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, ... -
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
(Elsevier, 2013-11)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 ... -
Well‐being and fear of missing out (Fomo) on digital content in the time of covid‐19: A correlational analysis among university students
(MDPI, 2021-02)The majority of research on the fear of missing out (FOMO) has focused on understanding how social media posts about attractive unattended experiences taking place in the physical world (e.g., a friend’s vacation) influence ...
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