KOREASCHOLAR

THE IMPACT OF TRADITIONAL MEDIA ON SOCIAL MEDIA IN THE FINANCIAL SERVICES INDUSTRY

Maximilian Hausmann
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271105
Download
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.430-435
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The empirical study at hand explores the relationship between traditional and social media, and shows that media coverage and different forms of corporate communications do have an impact on social media chatter. Moreover online advertising is capable of taking advantage of awareness aroused by media coverage.

Keyword
Social mediaUser generated contentAdvertisingMedia coverageFinancial services industry
Author
  • Maximilian Hausmann(Institute for Market-based Management, Ludwig-Maximilians-University Munich)