B2B brands on Twitter: Engaging users with a varying combination of social media content objectives, strategies, and tactics
Yes === The objective of this research is to increase understanding about B2B company-led user engagement on social media content. Building on hierarchy-of-effects (HoE) theory, we explore how the world’s leading B2B companies use content objectives (why), strategies (how), and tactics (what) on T...
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| Language: | en |
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2019
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10454/17022 |