Measuring the Degree of Corporate Social Media Use

@article{Aichner2015MeasuringTD,
  title={Measuring the Degree of Corporate Social Media Use},
  author={T. Aichner and F. Jacob},
  journal={International Journal of Market Research},
  year={2015},
  volume={57},
  pages={257 - 276}
}
  • T. Aichner, F. Jacob
  • Published 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… CONTINUE READING

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