Saura, José Ramón; Reyes-Menendez, Ana; … - In: Journal of open innovation : technology, market, and … 5 (2019) 3/58, pp. 1-13
The Black Friday event has become a global opportunity for marketing and companies’ strategies aimed at increasing sales. The present study aims to understand consumer behavior through the analysis of user-generated content (UGC) on social media with respect to the Black Friday 2018 offers...