Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings
Journal of Marketing, November 2012
New prospective consumers are able to effortlessly learn the identities of other brand supporters through social media like FaceBook page likes, in ways not possible in the offline world. But is this always good for brands?
Paper summary AMA site
Social media: The new hybrid element of the promotion mix
WG Mangold, DJ Faulds - Business horizons, 2009
2009, Global Media Journal -- Canadian Edition
Volume 2, Issue 1, pp. 63-88
http://www.gmj.uottawa.ca/0901/v2i1_greenberg%20and%20macaulay.pdf
Making Social Media Pay:
Accenture 2011 Report
http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Making-Social-Media-Pay.pdf
Rise of Social Media in Financial Services
Infosys, 2011 Report
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