Social Brand Value and the Value Enhancing Role of Social Media Relationships for Brands.
Johann FüllerRoland SchrollSeverin DennhardtKatja HutterPublished in: HICSS (2012)
Keyphrases
- social media
- brand image
- social relationships
- social networks
- social networking
- social media streams
- social context
- social interaction
- user generated content
- social media platforms
- online social networks
- user generated
- social web
- social media data
- online social
- online social media
- social groups
- social structure
- big data
- social behavior
- social structures
- neural network
- social activities
- social media sites
- social graph
- information diffusion
- user comments
- social roles
- social networking sites