Getting insight or getting lost? : an integrated mixed-method approach to social media discourse and its impact on marketing decision-making
Guendalina Graffigna (Faculty of Psychology, Università Cattolica del Sacro Cuore di Milano, Milano, Italy), Rossella C. Gambetti (Department of Economics, Università Cattolica del Sacro Cuore di Milano, Milano, Italy)
| Year of publication: |
2015
|
|---|---|
| Authors: | Graffigna, Guendalina ; Gambetti, Rossella C. |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Olney, Bucks. : Inderscience Enterprises, ISSN 1477-5212, ZDB-ID 2151676-5. - Vol. 9.2015, 2, p. 103-120
|
| Subject: | social media interaction | consumer discourse | online brand reputation | buzz analysis | Web 2.0 | mixed methods | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Marketingmanagement | Marketing management | Diskurstheorie | Discourse theory | Markenführung | Brand management | Virales Marketing | Viral marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011497551