Original paper
Standardization, Adaptation, and Personalization of International Corporate Social Media Communications
Abstract
This research examines both the standardization versus adaptation of Vodafone's international corporate social media communications strategy in Study 1 and consumers’ attitudes toward this strategy in Study 2. Study 1 investigates Vodafone's strategy in Facebook through a content analysis and Study 2 focuses on consumers’ attitudes through a qualitative approach of 12 Facebook fans: 6 in the UK and 6 in Greece. The findings reveal that Vodafone...
Paper Details
Title
Standardization, Adaptation, and Personalization of International Corporate Social Media Communications
Published Date
Nov 11, 2016
Journal
Volume
33
Issue
12
Pages
1098 - 1105
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History