Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory

Volume: 26, Issue: 3, Pages: 45 - 69
Published: Sep 1, 2018
Abstract
Despite the prominence of social media (SM) in global branding, no prior studies have evaluated an international brand's strategy of establishing market-based relational ties with SM users in local markets. This study draws from the resource-based theory to conceptualize SM ties as latent relational resources and evaluate an international brand's SM ties strategy on the basis of three resource attributes: value, inimitability, and rarity....
Paper Details
Title
Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory
Published Date
Sep 1, 2018
Volume
26
Issue
3
Pages
45 - 69
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