Chahine, Salim; Malhotra, Naresh K. - In: European Journal of Marketing 52 (2018) 7/8, pp. 1526-1549
Purpose: Social media have recently become an important strategic marketing tool to increase firm value. Based on an integrated theoretical framework, this study aims to examine the market reaction at the time of the creation of a Twitter platform for 312 firms from the Fortune 500 firms....