Social Media Management, Objectification and Measurement in an Emerging Market
Volume: 11, Issue: 1, Pages: 1 - 1
Published: Jan 1, 2019
Abstract
Emerging markets are a crucial driver of brand growth and social media is a fundamental part of brand strategy and its effective use viewed as instrumental to market success. Therefore, this study explores how managers objectify and measure social media within an emerging market. Semi-structured interviews were conducted with social media managers across a range of companies and thematically analysed in terms of the types, objectives, measures,...
Paper Details
Title
Social Media Management, Objectification and Measurement in an Emerging Market
Published Date
Jan 1, 2019
Volume
11
Issue
1
Pages
1 - 1
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