TY - JOUR
T1 - Effectiveness of Corporate Social Media Activities to Increase Relational Outcomes
AU - Risius, Marten
AU - Beck, Roman
PY - 2015
Y1 - 2015
N2 - 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.
AB - 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.
U2 - 10.1016/j.im.2015.06.004
DO - 10.1016/j.im.2015.06.004
M3 - Journal article
VL - 52
SP - 824
EP - 839
JO - Information & Management
JF - Information & Management
SN - 0378-7206
IS - 7
ER -