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Analyzing media types and content orientations in Facebook for global brands
16 references·2 citing·53 second hop
Analyzing media types and content orientations in Facebook for global brands (2015)Analyzing media types and content orienta…Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction (2014)Fostering Consumer–Brand Rela…Social media's slippery slope: challenges, opportunities and future research directions (2013)Social media's slippery slope…Online engagement factors on Facebook brand pages (2013)Online engagement factors on …Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing (2012)Popularity of Brand Posts on …Keeping up with the digital age: How the American Red Cross uses social media to build relationships (2011)Keeping up with the digital a…Young people's use of online social networking sites – a uses and gratifications perspective (2010)Young people's use of online …Social Media Marketing: An Hour a Day (2008)Social Media Marketing: An Ho…Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity (2002)Measures of Perceived Interac…How Advertising Works: What Do We Really Know? 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References

  • 1986Organizational Information Requirements, Media Richness and Structural Design9,719 cited
  • 2012Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing2,059 cited
  • 1999How Advertising Works: What Do We Really Know?1,436 cited
  • 2002Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity1,086 cited
  • 2014Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction971 cited
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  • 2013Online engagement factors on Facebook brand pages764 cited
  • 1991Value-Expressive versus Utilitarian Advertising Appeals: When and Why to Use Which Appeal763 cited
  • 2011Keeping up with the digital age: How the American Red Cross uses social media to build relationships583 cited
  • 1985Appeals to image and claims about quality: Understanding the psychology of advertising.575 cited
  • 1923Relation of Consumers' Buying Habits to Marketing Methods500 cited
  • 2010Young people's use of online social networking sites – a uses and gratifications perspective470 cited
  • 2008Social Media Marketing: An Hour a Day

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447 cited
  • 2013Social media's slippery slope: challenges, opportunities and future research directions368 cited
  • 1986Classifying Products Strategically357 cited
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    • 2017Using Message Strategy to Drive Consumer Behavioral Engagement on Social Media147 cited
    • 2018Content Marketing Decisions for Effective Internal Communication16 cited