Strategic Use of Social Media Affordances for Marketing: A Case Study of Chinese DMOs.
Jing GeUlrike GretzelRodney J. ClarkePublished in: ENTER (2014)
Keyphrases
- social media
- case study
- decision making
- social networks
- user generated content
- social networking
- word segmentation
- social media data
- collaborative learning
- test bed
- big data
- text summarization
- social media platforms
- short and long term
- social relationships
- sina weibo
- consumer behavior
- online consumer
- social media content
- online marketing
- real world events
- meaning making
- chinese language
- website
- public opinion
- strategic planning
- social context
- hong kong