Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content

Material TypeArticleLanguageEnglish
TitleSocial Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content Author(S)Khim-Yong Goh (Author)
Abstract  Despite the popular use of social media by consumers and marketers, empirical research investigating their economic values still lags.... ...Paginationp 88–107
SubjectManagementDescriptorsInformation technology computers
Journal TitleInformation Systems Research  
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