Marketing is the front-end strategy of firms to communicate the value of their products or services to customers; therefore, innovations in marketing have tremendous value in comparison to the whole innovation strategy of firms. The emergence of social network services (SNSs) as a dominant communication platform among firms and users provides an opportunity to evaluate the innovativeness of a firm's marketing strategy. With an analysis of Twitter data, the study indicates how users react to content from different profile types. This result could inspire firms and the social media strategists of companies to diversify their content over multiple user profiles.
|Journal||International Journal of Innovation and Technology Management|
|Publication status||Published - 1 Apr 2017|
|MoE publication type||A1 Journal article-refereed|
- brand presence
- crowd intelligence evaluation
- sentiment analysis
- Social network services