Search results for "Social platform"

showing 2 items of 2 documents

Social media as a strategic marketing tool in the Sicilian wine industry: Evidence from Facebook

2017

Abstract Over the last few years, many companies have integrated social media, and social networking sites in particular, into their communication and media plan, leading to a deep transformation of the organizational models and changing the companies׳ marketing dynamics. This study has dual aims: first, to recognize and validate the firm׳s social media (SM) efforts in its use of the Facebook platform; second, to examine the relationships among the firm׳s SM efforts and some firm and managerial characteristics. In order to achieve these research aims, data on 45 wineries were collected and analysed, using a model that considers three different dimensions of the firms׳ activity on the social…

Facebook05 social sciencesSocial platformlcsh:HD9000-9495Context (language use)Firms' social media effortsDual (category theory)Wine industryItalyOrder (exchange)0502 economics and businessSettore AGR/01 - Economia Ed Estimo Ruraleddc:330lcsh:Agricultural industries050211 marketingSocial mediaBusinessMarketingFirms׳ social media effortsFirms׳ social media effortGeneral Economics Econometrics and FinancePractical implications050203 business & managementStrategic marketingWine industry
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Negative Engagement

2018

Negative engagement has steeply increased on the scholarly agenda along with the introduction of real time and social media, though negative experiences and emotions are as such not new phenomena. This chapter takes a future perspective and focuses on negative stakeholder engagement online in the context of organizations and brands, which increasingly face visible forms of negative stakeholder emotions or even fierce "shit storms". It begins by defining what negative stakeholder engagement refers to in the context of organizations and brands. The chapter introduces the development of negative engagement via related concepts. After introducing the concepts, the process and the outcomes of ne…

Internet05 social sciencesnetworked communications ecosystemssitoutuminenonline social platformsstakeholdersnegative engagementsosiaaliset verkostotnegatiivisuustunteet0502 economics and businessverkkoympäristöasiakaskokemus050211 marketinginternetta518negatiiviset asiakaskokemuksetverkkoviestintäsidosryhmätta512050203 business & managementviestintä
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