Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...

The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

Social broadcasting networks like Twitter in the U.S. and “Weibo” in China are transforming the way online word-of-mouth is disseminated and consumed in our society. We investigate whether and how Twitter WOM affects movie sales using publicly available Twitter data and common text mining...

Our data from 1600 German Internet users reveals three major social media-induced trends in German society. First, for social media, “infancy” is over! In 2012, social media became mainstream and are now heavily used by all strata of the German population. No matter what age, educational...

Objectives: To identify the role of content richness (video, photo and link) and time frame of the brand publication (time and date) as factors of brand posts popularity. Methods/Statistical Analysis: The data of 1488 brand posts were collected from the Face book brand pages of five...

Social networking is currently the most popular online activity among consumers worldwide. Today in business context, Social media is achieving increasing importance as a channel for consumer's online participation and engagement. Brands are developing its presence in social networking sites to...

Social media have become an increasingly important source of information about political, social and economic issues. While beneficial on many levels, the decentralized nature of these media may expose societies to novel risks of manipulation by third parties. To evaluate these risks, we study a...

We describe the effect of social media advertising content on customer engagement using data from Facebook. We content-code 106,316 Facebook messages across 782 companies, using a combination of Amazon Mechanical Turk and Natural Language Processing algorithms. We use this dataset to study the...

This paper presented a general overview and discussed about adoption of Social Networking sites and social commerce platforms for market expansion. Further paper also focused upon the some statistics of the use of Social Media, discussed its pros and cons and future scope for various small...

Political campaigns are among the most sophisticated marketing exercises in the United States. As part of their marketing communication strategy, an increasing number of politicians adopt social media to inform their constituencies. This study documents the returns from adopting a new...