Maximizing Commerce and Marketing Strategies through Micro Blogging

This scheme was developed employing prior individual-level social media coding schemes, blog classification studies ... It was used to detect whether Starbucks' micro-blogging marketing strategies for Sina Weibo were culturally adapted ...

Maximizing Commerce and Marketing Strategies through Micro Blogging

The Internet is quickly becoming a commonly used tool for business-customer interaction. Social media platforms that were once typically reserved for personal use are now becoming a vital part of a business’s strategy. Maximizing Commerce and Marketing Strategies through Micro-Blogging examines the various methods and benefits of using micro-blogs within a business context, bringing together the best tools and tactics necessary to properly incorporate this approach. Highlighting current empirical research and insights from various disciplines, this book is an essential reference source for academics, graduate students, social media strategists, and business professionals interested in the positive use of social media in business environments.

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