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2015 | OriginalPaper | Buchkapitel

Understanding a Company’s Social Media Strategies and Customer Engagement

verfasst von : Eric K. W. Lau

Erschienen in: Knowledge Management in Organizations

Verlag: 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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Metadaten
Titel
Understanding a Company’s Social Media Strategies and Customer Engagement
verfasst von
Eric K. W. Lau
Copyright-Jahr
2015
DOI
https://doi.org/10.1007/978-3-319-21009-4_34