Effectiveness of Social Media Communication
Language: English
Published by Josef Eul Verlag Gmbh Sep 2016, 2016
- Softcover
- New
Seller: BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, GermanyBuchWeltWeit Ludwig Meier e.K.
AbeBooks seller since January 11, 2012
Condition: New
£ 44.79
Quantity: 2 available
Add to basketItem description from seller
This item is printed on demand - it takes 3-4 days longer - Neuware -Despite the fact that most companies have embraced social media as part of the marketing mix, there still remains a significant lack of knowledge as to what drives communication effectiveness in this new kind of peer-to-peer environment where traditional, well-settled marketing communication paradigms like domination and control do show their limits. Accordingly, corporate attempts to leverage marketing opportunities in the social media ecosystem often prove to be a highly experimental trial-and-error process with uncertain outcomes.Therefore, this book sets out to expand companies¿ understanding of how to successfully manage corporate social media sites by providing a set of key drivers, which, when appropriately managed and controlled, can help to increase the audience base of a firm¿s social media presence. To this end, the author theoretically and quantitatively investigated within a corporate blog setting how specific characteristics of corporate postings affect future audience size. The selected characteristics are identified on three investigative levels that arise from the generic structure of social media postings, namely the source of information, the presentation of information, and the interaction with information. In this way, the author was able to map and to analyze a customer¿s integrated experience with a corporate social media message.The research findings led to some applicable recommendations for companies running a social media presence. For instance, it is shown that selecting the right corporate spokespersons, presenting vivid content, or promoting conversational activity can become important tactical levers when it comes to the augmentation of corporate social media site attractiveness. Hence, this book helps to assist companies to effectively leverage the power of a wide set of pull factors. 156 pp. Englisch.…
Seller Inventory # 9783844104783
- Title
- Effectiveness of Social Media Communication
- Author
- Cornelia Caprano
- Publisher
- Josef Eul Verlag Gmbh Sep 2016
- Publication year
- 2016
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- English
- ISBN 10
- 384410478X
- ISBN 13
- 9783844104783
- Item weight
- 236 grams
- Dimensions
- 210x148x10 mm
"Synopsis" may belong to another edition of this title.
BuchWeltWeit Ludwig Meier e.K.
Bergisch Gladbach, Germany
AbeBooks seller since January 11, 2012
Shipping rates from Germany to U.S.A.
| Item | 5 to 15 business days | 5 to 15 business days |
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BuchWeltWeit Ludwig Meier e.K.
Germany
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