Pregled bibliografske jedinice broj: 784899
Relationship orientation in social media: construct and measurement
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 (predavanje, međunarodna recenzija, sažetak, znanstveni)
CROSBI ID: 784899 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Relationship orientation in social media: construct and measurement
Autori
Fudurić, Morana ; Mandelli, Andreina
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni
Izvornik
EMAC 2015: Collaboration in research
/ Warlop, L. ; Muylle, S. - Leuven : KU Leuven Public Governance Institute, 2015, 91-91
ISBN
978-90-823-8330-0
Skup
EMAC 44th ANNUAL CONFERENCE: Collaboration in Research
Mjesto i datum
Leuven, Belgija, 26.05.2015. - 29.05.2015
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
social media; relationship marketing; scale development
Sažetak
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.
Izvorni jezik
Engleski
