Measuring the Degree of Corporate Social Media Use

  title={Measuring the Degree of Corporate Social Media Use},
  author={Thomas Aichner and Frank Jacob},
  journal={International Journal of Market Research},
  pages={257 - 276}
  • T. Aichner, F. Jacob
  • Published 1 March 2015
  • Business
  • International Journal of Market Research
This article aims to provide a model with which to measure the degree of corporate social media use or, in other words, the extent to which companies are exploiting the potentialities of single or multiple social media platforms. This is, however, explicitly different from using metrics to assess the success of social media activities, as it is purely measuring how intensively a pre-defined group of social media is utilised, taking into account the frequency of social media activity by the… 

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