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 …

consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status …

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 …

Social networking is currently the most popular online activity among consumers worldwide. Today in business context … gratification (U&G) theory to explain why people are actively involved in media usage and interact highly with the communication … significantly explains consumers' attitude toward social networking ad (SNA). The result shows that the content characteristics of …

-cost promotional media but can increase sales, more promotion in social media will increase brand equity in the minds of consumers, so … brand equity effect on confidence of consumers. Type of Paper: Empirical …