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Essays On Performance Implications Of Social Media For Established And Nascent Firms, Alireza Golmohammadi
Essays On Performance Implications Of Social Media For Established And Nascent Firms, Alireza Golmohammadi
Graduate Theses and Dissertations
The possibility of large-scale communication with stakeholders brought about by social media has made these new channels of communication an important arena for spending marketing budgets. Despite the increasing share of social media in firms’ marketing budget, there is significant heterogeneity in firms’ social media communication practices even within the same venue and among firms from the same industry. As such, there is need for more research on how firms can leverage social media to achieve better performance. In order to address this broad question, two essays have been designed and executed.
The first essay utilizes integrated marketing communication as …