Matches in SemOpenAlex for { <https://semopenalex.org/work/W3136209372> ?p ?o ?g. }
Showing items 1 to 61 of
61
with 100 items per page.
- W3136209372 endingPage "752" @default.
- W3136209372 startingPage "745" @default.
- W3136209372 abstract "With the rise of new age media, social media marketing has become one of the most powerful tools in all marketers’ arsenal, and brands’ social media pages have become a way for companies to expand their awareness and customer base. In this paper, factors that attract a social media user to “follow” and engage with brands have been studied, namely, the content and tone used by brands on their social media, online brand communities for the brand, and the brand’s online activism have been identified as some of the important factors. For determination of results, factor analysis through principle axis factoring and varimax rotation has been done on SPSS v23.0. The results indicate that users care about whether brands take a stand on social, economic and political causes, and brand activism is therefore the most important factors for Gen-Z and Millennials in their decision to turn into brand followers. At the same time, users also want to feel like they belong to the brand’s ecosystem and that the brands look at them as important stakeholders, which is achieved through brand communities. 
 This study will help marketers plan their social media marketing activities more effectively so as to give users what they want, and in turn increase their online reach." @default.
- W3136209372 created "2021-03-29" @default.
- W3136209372 creator A5044297251 @default.
- W3136209372 date "2021-03-10" @default.
- W3136209372 modified "2023-10-14" @default.
- W3136209372 title "TURNING SOCIAL MEDIA USERS INTO BRAND FOLLOWERS: WHAT WORKS?" @default.
- W3136209372 doi "https://doi.org/10.17762/itii.v9i1.195" @default.
- W3136209372 hasPublicationYear "2021" @default.
- W3136209372 type Work @default.
- W3136209372 sameAs 3136209372 @default.
- W3136209372 citedByCount "0" @default.
- W3136209372 crossrefType "journal-article" @default.
- W3136209372 hasAuthorship W3136209372A5044297251 @default.
- W3136209372 hasBestOaLocation W31362093721 @default.
- W3136209372 hasConcept C106906290 @default.
- W3136209372 hasConcept C112698675 @default.
- W3136209372 hasConcept C144133560 @default.
- W3136209372 hasConcept C152455256 @default.
- W3136209372 hasConcept C162853370 @default.
- W3136209372 hasConcept C17744445 @default.
- W3136209372 hasConcept C179861144 @default.
- W3136209372 hasConcept C199539241 @default.
- W3136209372 hasConcept C205971072 @default.
- W3136209372 hasConcept C2775834023 @default.
- W3136209372 hasConcept C2780378061 @default.
- W3136209372 hasConcept C518677369 @default.
- W3136209372 hasConcept C57375061 @default.
- W3136209372 hasConceptScore W3136209372C106906290 @default.
- W3136209372 hasConceptScore W3136209372C112698675 @default.
- W3136209372 hasConceptScore W3136209372C144133560 @default.
- W3136209372 hasConceptScore W3136209372C152455256 @default.
- W3136209372 hasConceptScore W3136209372C162853370 @default.
- W3136209372 hasConceptScore W3136209372C17744445 @default.
- W3136209372 hasConceptScore W3136209372C179861144 @default.
- W3136209372 hasConceptScore W3136209372C199539241 @default.
- W3136209372 hasConceptScore W3136209372C205971072 @default.
- W3136209372 hasConceptScore W3136209372C2775834023 @default.
- W3136209372 hasConceptScore W3136209372C2780378061 @default.
- W3136209372 hasConceptScore W3136209372C518677369 @default.
- W3136209372 hasConceptScore W3136209372C57375061 @default.
- W3136209372 hasIssue "1" @default.
- W3136209372 hasLocation W31362093721 @default.
- W3136209372 hasOpenAccess W3136209372 @default.
- W3136209372 hasPrimaryLocation W31362093721 @default.
- W3136209372 hasRelatedWork W1487545681 @default.
- W3136209372 hasRelatedWork W1977209985 @default.
- W3136209372 hasRelatedWork W2135975691 @default.
- W3136209372 hasRelatedWork W2442231088 @default.
- W3136209372 hasRelatedWork W2768194420 @default.
- W3136209372 hasRelatedWork W2794971608 @default.
- W3136209372 hasRelatedWork W2977981903 @default.
- W3136209372 hasRelatedWork W3136209372 @default.
- W3136209372 hasRelatedWork W3196500640 @default.
- W3136209372 hasRelatedWork W2181439318 @default.
- W3136209372 hasVolume "9" @default.
- W3136209372 isParatext "false" @default.
- W3136209372 isRetracted "false" @default.
- W3136209372 magId "3136209372" @default.
- W3136209372 workType "article" @default.