April 2023
Beginner
196 pages
7h 2m
English
Content preview from Social Media Analytics in Predicting Consumer Behavior
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CHAPTER 3 Formulating a Social Media Strategy
Dr. Banu Külter Demirgüneş
Faculty of Economics and Administrative Sciences, Department of Business Administration, Kırşehir Ahi Evran University, Turkey
1. Introduction
Social media is a popular platform for both organizations and consumers. Social media usage can be a strategic advantage for many organizations providing online services. It is a kind of firm-hosted website which is accessible to the public and users can follow not only the activities of a particular brand but also be involved in customer-generated content. Besides that, it is not only an extension of a website, but also a complementary online channel to build customer relationships. So, social media activities influence both the ...
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