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Article Dans Une Revue Management & Data Science Année : 2018

Toward an analytical model of social-media marketing capabilities

Résumé

In this research, we adopt a design science approach to develop an analytical framework of social media capabilities of the firm. The approach has been applied in the case of five brands in the cosmetics industry using social network analysis, consumer engagement, descriptive statistics and sentiment analysis. The findings allow us to enlighten the competitive positioning of these brands during the period under study.

Dates et versions

hal-04568280 , version 1 (04-05-2024)

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Hajer Kefi, Talel Abdessalem, Sitesh Indra. Toward an analytical model of social-media marketing capabilities. Management & Data Science, 2018, 2 (2), ⟨10.36863/mds.a.3964⟩. ⟨hal-04568280⟩
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