TY - JOUR
T1 - Understanding a company’s social media strategies and customer engagement
AU - Lau, Eric K.W.
N1 - Publisher Copyright:
© Springer International Publishing Switzerland 2015.
PY - 2015
Y1 - 2015
N2 - Social media is becoming imperative in today’s Internet world. A real case study of a company’s social media strategies was presented, so as to understand the importance of social media in marketing management. The present study, therefore, is an exploratory attempt to analyze the company’s social media strategies and their corresponding marketing impact. The collaborative processes of action research, where content analysis explains reflections on the lived marketing experience in Facebook, develops knowledge of complicated consumer behavior, such as customer engagement in social media.
AB - Social media is becoming imperative in today’s Internet world. A real case study of a company’s social media strategies was presented, so as to understand the importance of social media in marketing management. The present study, therefore, is an exploratory attempt to analyze the company’s social media strategies and their corresponding marketing impact. The collaborative processes of action research, where content analysis explains reflections on the lived marketing experience in Facebook, develops knowledge of complicated consumer behavior, such as customer engagement in social media.
KW - Customer engagements
KW - Interpersonal bonds
KW - Social media
UR - http://www.scopus.com/inward/record.url?scp=84938703858&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-21009-4_34
DO - 10.1007/978-3-319-21009-4_34
M3 - Article
AN - SCOPUS:84938703858
SN - 1865-1348
VL - 224
SP - 438
EP - 450
JO - Lecture Notes in Business Information Processing
JF - Lecture Notes in Business Information Processing
ER -
