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Let’s face it: Using Chernoff faces to portray social media brand image
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, Industriell Ekonomi.
Segal Graduate School of Business, Simon Fraser University, Beedie School of Business Simon Fraser University, Vancouver.
Department of Marketing, University of the Witwatersrand, Johannesburg, Faculty of Business and Law, School of Management and Marketing, Deakin University, Melbourne, Flinders University, Adelaide.
2014 (Engelska)Ingår i: Corporate Ownership & Control, ISSN 1727-9232, E-ISSN 1810-3057, Vol. 11, nr 4, s. 609-615Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

The age of social media sees that brands are consciously utilizing social media to reach existing customers, acquire new ones, establish credibility, maintain reputation, or simply become part of the conversation. Those who manage brands need to understand the strategic importance of their visibility, the sentiment toward them, and the passion with which they are discussed in the most popular social media relative to competitors. This study describes a source of data of brand visibility in social media, and then presents a simple yet powerful graphical tool for portraying this information. This permits, it is contended, a means of quickly assimilating and understanding this information. The managerial implications of the approach are discussed, its limitations are acknowledged, and avenues for future research are identified.

Ort, förlag, år, upplaga, sidor
2014. Vol. 11, nr 4, s. 609-615
Nationell ämneskategori
Företagsekonomi
Forskningsämne
Industriell marknadsföring
Identifikatorer
URN: urn:nbn:se:ltu:diva-12269Lokalt ID: b60b8281-c58d-42d8-ba87-e1cd5d87ac69OAI: oai:DiVA.org:ltu-12269DiVA, id: diva2:985219
Anmärkning

Validerad; 2014; 20141128 (andbra)

Tillgänglig från: 2016-09-29 Skapad: 2016-09-29 Senast uppdaterad: 2018-01-04Bibliografiskt granskad

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Totalt: 57 träffar
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