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Measuring The Impact Of Social Media On Business Profit And Success: A Fortune 500 Perspective By Cong Li. Don W. Stacks
788.00 EGP

Measuring The Impact Of Social Media On Business Profit And Success: A Fortune 500 Perspective By Cong Li. Don W. Stacks

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788.00 EGP 

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Category Type
Social Sciences
ISBN
9781433125782
Author
Cong Li. Don W. Stacks
Publisher
Peter Lang Pub Inc
Description:

An organization can have a high number of "likes" on its Facebook page and lots of "followers" on its Twitter account, but does that mean anything from a financial perspective? Is it worth the organization's effort to maintain an active presence on social media in order to generate more revenue? Is it possible to use social media metrics such as the number of "likes" and the number of ...

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PRODUCT INFORMATION

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    Specifications

    Category Type
    Social Sciences
    ISBN
    9781433125782
    Item EAN
    2724460401167
    People
    Author
    Cong Li. Don W. Stacks
    People
    Publisher
    Peter Lang Pub Inc
    Category Type
    Social Sciences
    ISBN
    9781433125782
    Item EAN
    2724460401167
    People
    Author
    Cong Li. Don W. Stacks
    People
    Publisher
    Peter Lang Pub Inc
    Technical Information
    Binding
    Paperback
    Languages and countries
    Book Language
    English
    Read more
  •  

    Description:

    An organization can have a high number of "likes" on its Facebook page and lots of "followers" on its Twitter account, but does that mean anything from a financial perspective? Is it worth the organization's effort to maintain an active presence on social media in order to generate more revenue? Is

    An organization can have a high number of "likes" on its Facebook page and lots of "followers" on its Twitter account, but does that mean anything from a financial perspective? Is it worth the organization's effort to maintain an active presence on social media in order to generate more revenue? Is it possible to use social media metrics such as the number of "likes" and the number of "followers" to predict an organization's "success" even though those metrics are nonfinancial indicators? Prior research studies have looked at how organizations should utilize social media, but few studies have provided strong empirical evidence to support how the outcome of using social media should be measured and why. Focusing on Facebook, Twitter, Google+, and YouTube, this book examines how Fortune 500 companies use social media. Collected over a five-year period, the authors assess the companies' social media activities and their business performance data, such as stock return, total revenue, net income, and earnings per share. These data, both financial and nonfinancial, are matched and statistically analyzed to see whether a company's social media activities are significantly associated with its business performance.

    • Author:Cong Li. Don W. Stacks:
    • Publisher:Peter Lang Pub Inc
    • ISBN:9781433125782
 

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