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Social Media Analytics

In: Handbook of Marketing Decision Models

Author

Listed:
  • Wendy W. Moe

    (University of Maryland)

  • Oded Netzer

    (Columbia University)

  • David A. Schweidel

    (Georgetown University)

Abstract

One of the most significant developments in the domain of marketing in recent years involves the proliferation of user-generated content, particularly online social media. Social mediaSocial media has created a power shift in the relationship between consumers and brands, providing consumers more power by allowing them to easily broadcast their views and opinions about brands to a large audience.

Suggested Citation

  • Wendy W. Moe & Oded Netzer & David A. Schweidel, 2017. "Social Media Analytics," International Series in Operations Research & Management Science, in: Berend Wierenga & Ralf van der Lans (ed.), Handbook of Marketing Decision Models, edition 2, chapter 0, pages 483-504, Springer.
    • Handle: RePEc:spr:isochp:978-3-319-56941-3_16
    DOI: 10.1007/978-3-319-56941-3_16
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    Cited by:

    1. Klostermann, Jan & Plumeyer, Anja & Böger, Daniel & Decker, Reinhold, 2018. "Extracting brand information from social networks: Integrating image, text, and social tagging data," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 538-556.

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