Elaboration of Social Media Performance Measures: From the Perspective of Social Media Discontinuance Behavior

Optimal Use of Social Media From the Perspective of Brand Equity in Startups with a Data Approach

The purpose of this study is to identify the effective factors of optimal use of social media in the brand equity of startup companies. To this end, the researcher collected the required data using snowball sampling, protocol design, and exploratory interviews with sixteen university experts, the industry in this field, and senior managers of accelerator companies and startups. Maxqda 18 softwa...

Behavior Analysis in Social Media

W ith the rise of social media, information sharing has been democratized. As a result, users are given opportunities to exhibit different behaviors such as sharing, posting, liking, commenting, and befriending conveniently and on a daily basis. By analyzing behaviors observed on social media, we can categorize these behaviors into individual and collective behavior. Individual behavior is exhi...

Trust of Information on Social Media: An Elaboration Likelihood Model

Social media such as Twitter and Facebook are increasingly being used as a source of information in critical situations such as natural disasters and civil unrests. However, false information exists on social media and trusting false information not only leads users to make wrong decisions but can also have dire impact on the society. This research-in-progress examines how individuals process i...

Enhancing financial performance with social media: An impression management perspective

The growing plethora of social media outlets have sparked both opportunity and concern in how organizations manage their corporate image. While previous research has examined the various problems associated with negative, word-of-mouth transference of information occurring simultaneously throughout many networks in social media, this paper seeks to address social media usage in impression manag...

Firm celebrity, Reputation and Performance: a Social Media Perspective