Does culture matter in effectiveness of social media marketing strategy? An investigation of brand fan pages

Aslib Journal of Information Management

Volumn 68, Issue 6, 2016, Pages 694-715

  Khan, Imran ^a   Dongping, Han ^a   Wahab, Akhter ^b  

^a HARBIN INSTITUTE OF TECHNOLOGY   (China)

^b Scrapinghub   (Ireland)

Author keywords

Facebook; Interaction; Online engagement; Post contents; Social media marketing; Social networking sites

Indexed keywords

COMMERCE; ECONOMIC AND SOCIAL EFFECTS; MARKETING; PLANNING; PRODUCT DESIGN; STRATEGIC PLANNING;

FACEBOOK; INTERACTION; ONLINE ENGAGEMENT; POST CONTENTS; SOCIAL MEDIA MARKETINGS; SOCIAL NETWORKING SITES;

SOCIAL NETWORKING (ONLINE);

EID: 85015156697     PISSN: 20503806     EISSN: 20503814     Source Type: Journal    
DOI: 10.1108/AJIM-03-2016-0035     Document Type: Article

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