| Creators: |
Risius, Marten and Beck, Roman |
| Title: |
Effectiveness of corporate social media activities in increasing relational outcomes |
| Item Type: |
Article or issue of a publication series |
| Projects: |
IDI |
| Journal or Series Title: |
Information & Management |
| Page Range: |
pp. 824-839 |
| Date: |
2015 |
| Divisions: |
Informationsmanagement |
| Abstract (ENG): |
This study applies social media analytics to investigate the impact of different corporate social media activities on user word of mouth and attitudinal loyalty. We conduct a multilevel analysis of approximately 5 million tweets regarding the main Twitter accounts of 28 large global companies. We empirically identify different social media activities in terms of social media management strategies (using social media management tools or the web-frontend client), account types (broadcasting or receiving information), and communicative approaches (conversational or disseminative). We find positive effects of social media management tools, broadcasting accounts, and conversational communication on public perception. |
| Forthcoming: |
No |
| Language: |
English |
| Uncontrolled Keywords: |
Social media management strategy ; Social media analytics ; Corporate social media management ;Word of mouth ;Attitudinal loyaltyTwitter |
| Link eMedia: |
Download |
| Citation: |
Risius, Marten and Beck, Roman
(2015)
Effectiveness of corporate social media activities in increasing relational outcomes.
Information & Management, 52 (7).
pp. 824-839.
ISSN 1872-7530
|
