Coursaris, Constantinos K.; van Osch, Wietske; Balogh, … - In: Online Information Review 40 (2016) 1, pp. 6-24
Purpose – The purpose of this paper is to offer a theory-driven, evidence-based approach to developing a brand’s messaging strategies on social media encompassing three messaging dimensions, namely, appeal, content, and richness. Design/methodology/approach – Using longitudinal data from...