Wu, Gavin Jiayun; Xu, Zhenning “Jimmy”; Tajdini, Saeed - In: Qualitative Market Research: An International Journal 22 (2019) 2, pp. 161-179
Purpose: To unlock social media’s value, this study aims to integrate insights from several theoretical perspectives and the relevant literature, developing an extended social media analytics framework. It identifies the stages underlying the social media analytics process and tests the...