The importance of liking it

The use of social media platforms to interact with customers and enhance brand value has become common among organisations. Researchers Sunghun Chung, Animesh, Kunsoo Han and Alain Pinsonneault collected data from 63 firms’ Facebook pages and their financial data over the 2010-12 period and found that social media efforts significantly contributed to both short- and long-term market performances. They suggest that carefully-formulated strategies will help brands stand out.

Title : Firms’ Social Media Efforts, Consumer Behavior, and Firm Performance: Evidence from Facebook

Source : Social Science Research Network