Social network brand visibility (SNBV) : Conceptualization and empirical evidence
Shaikh, A. A., Glavee-Geo, R., Tudor, A.-G., Zheng, C., & Karjaluoto, H. (2018). Social network brand visibility (SNBV) : Conceptualization and empirical evidence. In J. Agarwal, & T. Wu (Eds.), Emerging Issues in Global Marketing : A Shifting Paradigm (pp. 149-178). Springer International Publishing. https://doi.org/10.1007/978-3-319-74129-1_6
Päivämäärä
2018Tekijänoikeudet
© Springer International Publishing AG, part of Springer Nature 2018
Social media has become a new way of life that allows for real-time interaction among businesses
(B2B) and consumers (P2P/C2C) as well as between business firms and consumers (B2C). Customers
are increasingly accessing and using social networking sites (SNS), making it imperative for
businesses and organizations to have a presence on these platforms to enhance visibility. The main
purpose of this chapter is to provoke an agenda on the study of social network brand visibility
(SNBV). We developed and proposed a definition of SNBV and report findings from a preliminary
study. We further discuss implications for theory, research, and practice as well as the limitations and
options for future research.
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Springer International PublishingISBN
978-3-319-74128-4Emojulkaisun ISBN
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Emerging Issues in Global Marketing : A Shifting ParadigmAsiasanat
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https://converis.jyu.fi/converis/portal/detail/Publication/27801257
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