KOREASCHOLAR

DEVELOPING SOCIAL-MEDIA BASED CONSUMER BRAND RELATIONSHIPS: COMPARING GOODS AND SERVICE BRANDS

Sony Kusumasondjaja
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/314654
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.175-180
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study investigates whether goods and service brands have different social media strategy to develop relationships with consumers. A content analysis of 10,752 brand posts on Facebook, Twitter, and YouTube accounts of 10 Indonesian leading brands finds that goods and service brands have different strategies in utilizing their social media.

Keyword
Author
  • Sony Kusumasondjaja(Universitas Airlangga, Indonesia)