The advent of social media offers yet another set of communication channels which can brand add to integrated marketing … communication strategies. Contrary to online advertising available on social media where traditional advertising logic provides an …, there are many companies which tend to misunderstand customers communication needs within the social media landscape. The …

The primary goal of this study is to investigate the financial returns to firms' communication actions on a firm …' communication actions on social media: posts and responses to customer messages. Further, we classify a firm's responses to customer …

level of online communication in B Corps. To reach this aim, the following indices were developed: the SIA index (based on … the overall score of the Benefit Impact Assessment) and the SIA online communication index (based on a mix of variables …

Managers are very interested in word of mouth communication because they believe that a product's success is related to …

We analyze the structure of bilateral communication links among consumers in virtual communities by a game …, a distinction is made between the social and informational value from communication, where informational value is …

Nowadays modern media is very significant in the business success. At present, 90%of consumers always look forthe … consumers through the social media. In our case, they have chosen Facebook on the Georgian market …

the content viewed by consumers using eye-tracking technology "Neuromarketing & AI LAB" to reveal emotional and structural … personal brand had the higher influence on consumers. Personal brand attracts consumers' attention and promotes engagement. The … originality and value of the paper: content relevance research of personal brand (identity) influence on consumers in social …