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Knowledge Management in Organizations - A Bibliometric Analysis of Research Trends Read chapter Read first chapter

2015 | OriginalPaper | Chapter

Understanding a Company’s Social Media Strategies and Customer Engagement

Author : Eric K. W. Lau

Published in: Knowledge Management in Organizations

Publisher: Springer International Publishing

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Abstract

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.

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previous chapter Introduction to Social Business Process Management
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Metadata
Title
Understanding a Company’s Social Media Strategies and Customer Engagement
Author
Eric K. W. Lau
Copyright Year
2015
Book
Knowledge Management in Organizations

Print ISBN: 978-3-319-21008-7

Electronic ISBN: 978-3-319-21009-4

Copyright Year: 2015

DOI
https://doi.org/10.1007/978-3-319-21009-4_34

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