Understanding the user generated content and interactions on a Facebook brand page

@article{Cvijikj2013UnderstandingTU,
  title={Understanding the user generated content and interactions on a Facebook brand page},
  author={Irena Pletikosa Cvijikj and Florian Michahelles},
  journal={IJSHC},
  year={2013},
  volume={2},
  pages={118-140}
}
Social networks provide the technological platform for individuals to connect, produce and share content online. As such, they are becoming an additional marketing channel that could be integrated with the traditional ones as a part of the marketing mix. In order to contribute to the companies’ understanding of utilisation of social networks as a marketing platform, our study approaches the problem from the perspective of understanding the user generated content and the interactions. First we… CONTINUE READING

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