Social Media Analytics

Wendy W. Moe (), Oded Netzer and David A. Schweidel
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Wendy W. Moe: University of Maryland
Oded Netzer: Columbia University
David A. Schweidel: Georgetown University

Chapter Chapter 16 in Handbook of Marketing Decision Models, 2017, pp 483-504 from Springer

Abstract: Abstract One of the most significant developments in the domain of marketing in recent years involves the proliferation of user-generated content, particularly online social media. Social mediaSocial media has created a power shift in the relationship between consumers and brands, providing consumers more power by allowing them to easily broadcast their views and opinions about brands to a large audience.

Date: 2017
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DOI: 10.1007/978-3-319-56941-3_16

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