Tsimonis, Georgios; Dimitriadis, Sergios - In: Marketing Intelligence & Planning 32 (2014) 3, pp. 328-344
Purpose – The purpose of this paper is to: first, examine why companies create brand pages in social media, how they use them, what policies and strategies they follow, and what outcomes do they expect; and second – from firms’ point of view – how users are benefited from such pages....