Paid, Owned and Earned Media: A Qualitative Comparative Analysis revealing Attributes Influencing Consumer's Brand Attitude in Social Media.
Jens MattkeLea Katharina MüllerChristian MaierPublished in: HICSS (2019)
Keyphrases
- comparative analysis
- social media
- semi quantitative
- purchase intention
- media content
- social media streams
- attribute values
- brand image
- online shopping
- news media
- multimedia
- online consumer
- social networks
- fusion scheme
- electronic commerce
- product quality
- attitudes toward
- search advertising
- digital media
- social networking
- online stores
- quantitative and qualitative
- multi attribute
- social media data
- search engine
- sentiment analysis
- purchase behavior
- qualitative reasoning
- qualitative information
- user generated content
- crisis management
- customer satisfaction
- qualitative models