From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication
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چکیده
منابع مشابه
How Do Consumer Buzz and Traffic in Social Media Marketing Predict the Value of the Firm?
Consumer buzz in the form of user-generated reviews, recommendations and blogs signals consumer attitude and advocacy can influence firm value. Web traffic also affects brand awareness and customer acquisition, and is a predictor of the performance of a firm’s stock in the market. The information systems (IS) and accounting literature have treated buzz and traffic separately in studying their r...
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ژورنال
عنوان ژورنال: Journal of Interactive Marketing
سال: 2014
ISSN: 1094-9968
DOI: 10.1016/j.intmar.2013.12.001