Can Social Media Campaigns Backfire? Exploring Consumers' Attitudes and Word-of-Mouth Toward Four Social Media Campaigns and Its Implications on Consumer-Campaign Identification
Sign Up to like & getrecommendations! Published in 2017 at "Journal of Promotion Management"
DOI: 10.1080/10496491.2017.1323259
Abstract: ABSTRACT In response to the unprecedented growth of social media, companies are continuously creating unique social media campaigns encouraging customers to share their advertising messages. However, many of these social campaigns end up backfiring. The… read more here.
Keywords: social media; campaign identification; media campaigns; word mouth ... See more keywords