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- W2793338995 abstract "It is truly important for students to understand how to monitor online marketing buzz. This assignment, social media analytics, utilizes the content analysis research method to build student's in-depth understanding on how to evaluate and interpret user-generated content (UGC) to create social media campaigns. The authors adapted Resnik and Stern's (1977) coding scheme for UGC. Through experiential learning, students immerse themselves in data and analyze UGC. The assignment scored high in knowledge acquisition as a pedagogical tool. Finally, the authors provide an updated social media analytics coding scheme, guidelines for instructors, student rubric information, and student learning outcomes." @default.
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- W2793338995 date "2018-03-06" @default.
- W2793338995 modified "2023-10-16" @default.
- W2793338995 title "Big data on a smaller scale: A social media analytics assignment" @default.
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- W2793338995 doi "https://doi.org/10.1080/08832323.2018.1433123" @default.
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