Relationship orientation in social media: construct and measurement (CROSBI ID 629262)
Prilog sa skupa u zborniku | sažetak izlaganja sa skupa | međunarodna recenzija
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
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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