Nalazite se na CroRIS probnoj okolini. Ovdje evidentirani podaci neće biti pohranjeni u Informacijskom sustavu znanosti RH. Ako je ovo greška, CroRIS produkcijskoj okolini moguće je pristupi putem poveznice www.croris.hr
izvor podataka: crosbi !

Relationship orientation in social media: construct and measurement (CROSBI ID 629262)

Prilog sa skupa u zborniku | sažetak izlaganja sa skupa | međunarodna recenzija

Fudurić, Morana ; Mandelli, Andreina Relationship orientation in social media: construct and measurement // EMAC 2015: Collaboration in research / Warlop, L. ; Muylle, S. (ur.). Leuven: KU Leuven Public Governance Institute, 2015. str. 91-91

Podaci o odgovornosti

Fudurić, Morana ; Mandelli, Andreina

engleski

Relationship orientation in social media: construct and measurement

Social media has been attracting attention of marketers attempting to fully exploit its benefits. However, there is no formal construct or measurement of relationship-building activities in social media that has been theoretically developed and empirically validated. The main purpose of this paper is to conceptualize relationship orientation in social media (ROSM) and develop and empirically test the psychometric properties of the relationship orientation in social media (ROSM) measurement. By conceptualizing ROSM as multidimensional, behavioral and process-based we develop a deeper understanding of relationship-building activities in social media. An additional contribution lies in the development of a measure of ROSM, making it operational and applicable in empirical studies.

social media; relationship marketing; scale development

nije evidentirano

nije evidentirano

nije evidentirano

nije evidentirano

nije evidentirano

nije evidentirano

Podaci o prilogu

91-91.

2015.

objavljeno

Podaci o matičnoj publikaciji

EMAC 2015: Collaboration in research

Warlop, L. ; Muylle, S.

Leuven: KU Leuven Public Governance Institute

978-90-823-8330-0

Podaci o skupu

EMAC 44th ANNUAL CONFERENCE: Collaboration in Research

predavanje

26.05.2015-29.05.2015

Leuven, Belgija

Povezanost rada

nije evidentirano