Disentangling the drivers of brand benefits: Evidence from social media marketing of two cosmetics companies.
Constantinos K. CoursarisWietske van OschPublished in: TEMU (2016)
Keyphrases
- social media
- online marketing
- consumer products
- social media streams
- brand image
- social networking
- cost reduction
- social networks
- marketing strategies
- external factors
- social media data
- online social networks
- high tech
- user generated content
- empirical evidence
- public opinion
- key factors
- social media platforms
- competitive advantage
- online consumer
- data mining
- traffic accidents
- social relationships
- potential customers
- big data
- long term
- web pages