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What drives awareness and success in a new media environment?


Stahl, Florian; Caprano, Cornelia (2014). What drives awareness and success in a new media environment? Performance Journal, 6(3):32-37.

Abstract

Given the relevance and challenges of social media marketing communications, we conducted a study of corporate blogs from Fortune Global 500 companies in order to examine which social media communication metrics, i.e., creators, content and interactions, have the greatest impact on the growth and size of an audience. This article gives an overview of the most important results and the main ideas behind them.

Given the relevance and challenges of social media marketing communications, we conducted a study of corporate blogs from Fortune Global 500 companies in order to examine which social media communication metrics, i.e., creators, content and interactions, have the greatest impact on the growth and size of an audience. This article gives an overview of the most important results and the main ideas behind them.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Language:English
Date:2014
Deposited On:26 Aug 2014 09:25
Last Modified:05 Apr 2016 18:20
Publisher:Ernst & Young
Free access at:Official URL. An embargo period may apply.
Official URL:http://performance.ey.com/2014/08/20/drives-success-new-media-environment
Other Identification Number:merlin-id:9940
Permanent URL: https://doi.org/10.5167/uzh-98253

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