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Social Media

Social Media communication recently became more and more the focus of practitioners and researchers. Most companies see them on the one hand side as a relevant channel for credible promotion actions and on the other hand side as an important source for customer sentiments. Accordingly,  practitioners already started to analyze valuable content of blogs or forums and began to investigate the general mood in facebook or twitter as to be able to draw instructive conclusions on for example the brand awareness among customers. Finally do Social Media also contain recoverable information for the stock market because, due to the outlined effects, they may probably represent an indicator of a firm’s future market performance. The topic thus offers a multitude of possible theoretical as well as empirical theses dealing with questions for when does a post become really successful, how should a company optimally react to customer complaints, can posts on facebook or twitter really change a brand image or which impact do social media information have on analysts or investors.

Literature:

  • Cheung, C. M., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Decision Support Systems, 54(1), 461-470.
  • De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83-91.
  • Yu, Y., Duan, W., & Cao, Q. (2013). The impact of social and conventional media on firm equity value: A sentiment analysis approach. Decision Support Systems, 55(4), 919-926.

 


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