Missed eWOM opportunities: A cross-sector analysis of online monitoring behavior

Autor:	Nora Ganim Barnes, Stephanie Jacobsen
Rok vydání:	2013
Předmět:	Marketing business.industry media_common.quotation_subject Plan (drawing) Public relations Page view Neglect Social media Active listening Tracking (education) Business and International Management business Function (engineering) Empirical evidence media_common
Zdroj:	Journal of Marketing Communications. 20:147-158
ISSN:	1466-4445 1352-7266
DOI:	10.1080/13527266.2013.797788
Popis:	This paper provides empirical evidence that major sectors of the USA are not listening to pertinent online conversations (electronic word-of-mouth [eWOM]) that occur outside of their own social media portals. Data include cross sector as well as longitudinal research on prominent sectors, including business, not for profits, and academia. The Inc. 500 (fastest-growing US companies), top charities, and colleges and universities all neglect, to some extent, the monitoring of eWOM. Findings indicate that monitoring behavior may be related to how involved an organization is in social media, if they have a written policy governing its use within the organization, if they have specific goals that are related to their social media plan, if they use tracking measures such as page views, numbers of fans or followers, and how they staff the social media function. Charities are most likely to engage in monitoring behavior for their causes. The academic sector often employs part-time (student) assistance with its soc...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::343e05d8331f6a3683998a7ed2cf19ec https://doi.org/10.1080/13527266.2013.797788 Zobrazit plný text záznamu