#SOCIAL MEDIA PHOTO PRIVACY RESEARCH PDF FULL#
#SOCIAL MEDIA PHOTO PRIVACY RESEARCH PDF LICENSE#

Given the large scale of use of social media, there is a lack of research analysing the influence of multiple social media on brand equity ( Schivinski and Dabrowski, 2015 Keller, 2016 Gürhan-Canli et al., 2016).

Without doubt, previous studies have contributed to a deeper understanding of communication in social media ( Smith et al., 2012 Schweidel and Moe, 2014 Swaminathan, 2016), but few studies analyse the interaction of consumers with brands on different social media ( Anderl et al., 2015).

While social media researchers have focussed primarily on analysing particular social networks in isolation, such as Twitter ( Hennig-Thurau et al., 2015), Facebook ( De Vries et al., 2012 Schivinski and Dabrowski, 2015 Kumar et al., 2016) and online surveys of web pages ( Tirunillai and Tellis, 2012), there are few studies that incorporate different types of social networks for comparative purposes, with exceptions ( Smith et al., 2012 Schweidel and Moe, 2014). Organisations are aware of the need to understand the effects of social media on brand perception ( Kumar et al., 2016). This interaction has great relevance for brands because social network users rely on the advice they receive from other users ( Schmitt et al., 2011), and this communication influences the decision-making process ( Hinz et al., 2011). In the last two decades, social media have provoked a revolution in marketing communication, offering new possibilities for interaction between user and brand.

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This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Published in the European Journal of Management and Business Economics.

#SOCIAL MEDIA PHOTO PRIVACY RESEARCH PDF FULL#

#SOCIAL MEDIA PHOTO PRIVACY RESEARCH PDF LICENSE#

Social media photo privacy research pdf