지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 한국유통과학회 Asian Journal of Business Environment The East Asian Journal of Business Management 제8권 제4호
- 발행연도
- 2018.1
- 수록면
- 5 - 15 (11page)
이용수
초록· 키워드
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Purpose – The research aimed to reveal real decisional behavioral of management institutes in India for social media marketing usage, and analyses of empirical elements of social media consumption pattern. Research design, data, and methodology – The investigation was based around a research methodology using quantitative analysis with appropriate statistical techniques on random surveys of consumers, detailed exploratory and confirmatory factor analyses are applied to assess the empirical validity of the model and multiple regression employed using R studio edition to validate the reliability of the developed models. Results – A new conceptual framework is proposed – the management institutions decision model, providing a tool for effective and more focused decision-making strategies for developing better utilization techniques for social media. Management institutions have different requirements based upon objectives and resources available. The evidence suggests that the administrators need to be more aware of consumer indicators when targeting and designing social media marketing strategy. Conclusions – The research was based on samples and not the entire population of target consumers, providing limitations. As an inferential statistical method was chosen, the results might be susceptible to inaccuracy. The model developed from different age users, thereby providing rich perspectives into social media usage pattern.
목차
등록된 정보가 없습니다.
참고문헌 (38)
참고문헌 신청
Ahlers, D. / 2012 / Web Search Engine Research (Library and Information Science, Volume 4 / Emerald Group Publishing Limited :47~47
Ainin, S. / 2015 / Factors influencing the use of social media by SMEs and its performance outcomes / Industrial Management and Data Systems 115(3):570~588
Akar, E. / 2011 / An examination of the factors influencing consumers' attitudes toward social media marketing / Journal of Internet Commerce 10(1):35~67
Al Hasib, A. / 2009 / Threats of online social networks / International Journal of Computer Science and Network Security 9(11):288~293
Araujo, T. / 2015 / What motivates consumers to re-tweet brand content? The impact of information, emotion and traceability on pass-along behavior / Journal of Advertising Research 55(3):284~295
Ainin, S. / 2015 / Factors influencing the use of social media by SMEs and its performance outcomes / Industrial Management and Data Systems 115(3):570~588
Akar, E. / 2011 / An examination of the factors influencing consumers' attitudes toward social media marketing / Journal of Internet Commerce 10(1):35~67
Al Hasib, A. / 2009 / Threats of online social networks / International Journal of Computer Science and Network Security 9(11):288~293
Araujo, T. / 2015 / What motivates consumers to re-tweet brand content? The impact of information, emotion and traceability on pass-along behavior / Journal of Advertising Research 55(3):284~295
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