Effectiveness of Corporate Social Media Activities to Increase Relational Outcomes

Marten Risius, Roman Beck

Publikation: Artikel i tidsskrift og konference artikel i tidsskriftTidsskriftartikelForskningpeer review

Abstract

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.
OriginalsprogEngelsk
TidsskriftInformation & Management
Vol/bind52
Udgave nummer7
Sider (fra-til)824–839
ISSN0378-7206
DOI
StatusUdgivet - 2015

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