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Full-Text Articles in Business
An Analysis Of The Impact Of Social Media Marketing On Individuals’ Attitudes And Perceptions At Nova Community College, Nya Gibson
OTS Master's Level Projects & Papers
Social media has become prominent in the 21st century. Companies are persistently looking for ways to utilize this new platform within their marketing strategies to increase business growth. Since social media is a networking and communication platform, it is important for companies to create a voice to humanize the business and maintain foot traffic. Although there are studies on how to use social media marketing within a business, there is minimal corroboration available of how social media marketing activities influence a consumer’s buying behavior. This study investigated the effects of social media on consumer attitudes of social media marketing and …
Effectiveness Of Social Media Analytics On Detecting Service Quality Metrics In The U.S. Airline Industry, Xin Tian
Information Technology & Decision Sciences Theses & Dissertations
During the past few decades, social media has provided a number of online tools that allow people to discuss anything freely, with an increase in mobile connectivity. More and more consumers are sharing their opinions online with others. Electronic Word of Mouth (eWOM) is the virtual communication in use; it plays an important role in customers’ buying decisions. Customers can choose to complain or to compliment services or products on their social media platforms, rather than to complete the survey offered by the providers of those services. Compared with the traditional survey, or with the air travel customer report published …