A Social Media Marketing Typology: Classifying Brand Facebook Page Messages For Strategic Consumer Engagement.
Constantinos K. CoursarisWietske van OschBrigitte A. BaloghPublished in: ECIS (2013)
Keyphrases
- social media
- online consumer
- social media streams
- electronic word of mouth
- brand image
- social network sites
- social media platforms
- website
- social networking
- consumer behavior
- social interaction
- web pages
- social networks
- case study
- short and long term
- social media data
- social networking sites
- online social networks
- purchase intention
- knowledge management
- learning environment
- user generated content
- purchase behavior
- big data
- electronic commerce
- decision making
- competitive environment
- keywords
- viral marketing
- social media sites
- internet advertising
- marketing strategies
- positive or negative
- information diffusion
- long term