Nanda, Madhumita; Pattnaik, Chinmay; Lu, Qiang (Steven) - In: Management Decision 56 (2018) 1, pp. 233-251
Purpose: The purpose of this paper is to examine how movie studios develop an integrated social media strategy to achieve box office success. Departing from prior studies which focus on single social media platforms, this study examines the role of integrated social media promotion strategy...
