When Firms Meet Consumers on Social Media: the Influence of Online Communications on Consumers, Firms, and Platforms
This session discusses how different types of product communications on social media--such as ads, sharing photos of experiences, brand selfies, and news/information--influence the way consumers think and feel about, as well as behave toward, the target products and the networking platform.
Citation:
Matthew Hall, Jamie Hyodo, Alix Barasch, Gabriela Funk, Reto Hofstetter, Leslie John, Sonia Kim, Gita Johar, Kristen Lane, and Merrie Brucks (2021) ,"When Firms Meet Consumers on Social Media: the Influence of Online Communications on Consumers, Firms, and Platforms", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 791-796.
Authors
Matthew Hall, Oregon State University
Jamie Hyodo, University of Nebraska-Lincoln
Alix Barasch, New York University
Gabriela Funk, University of Lucerne
Reto Hofstetter, University of Lucerne
Leslie John, Harvard Business School
Sonia Kim, Columbia University
Gita Johar, Columbia University
Kristen Lane, University of Arizona
Merrie Brucks, University of Arizona
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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