Social Media Presence & Usage in Indian Business Sector - Inria - Institut national de recherche en sciences et technologies du numérique Accéder directement au contenu
Communication Dans Un Congrès Année : 2019

Social Media Presence & Usage in Indian Business Sector

Anushruti Vagrani
  • Fonction : Auteur
  • PersonId : 1054641
Jenny John
  • Fonction : Auteur
  • PersonId : 1054642
P. Vigneswara Ilavarasan
  • Fonction : Auteur
  • PersonId : 1027730
Arpan K. Kar
  • Fonction : Auteur
  • PersonId : 1054643

Résumé

This research aims to study the interrelated concepts of adoption & usage of social media platforms and extend the discussion towards social media engagement and usage in different business sectors in India. Firms from five industries, banking, information technology, automobiles, telecommunications, and consumer goods in the Bombay Stock Exchange 500 index were selected to study the social media engagement. For all the selected firms the social media presence data was collected from Facebook, Twitter, YouTube, LinkedIn and Instagram. The study indicates a relationship between social media engagement & year-on-year sale variance; whereas different factors affecting the predictability of variance are discussed while replicating the model of corporate social media use. The paper shares implications for marketing professionals and researchers.
Fichier principal
Vignette du fichier
484827_1_En_31_Chapter.pdf (537.03 Ko) Télécharger le fichier
Origine : Fichiers produits par l'(les) auteur(s)
Loading...

Dates et versions

hal-02294706 , version 1 (23-09-2019)

Licence

Paternité

Identifiants

Citer

Anushruti Vagrani, Jenny John, P. Vigneswara Ilavarasan, Arpan K. Kar. Social Media Presence & Usage in Indian Business Sector. International Working Conference on Transfer and Diffusion of IT (TDIT), Jun 2019, Accra, Ghana. pp.457-469, ⟨10.1007/978-3-030-20671-0_31⟩. ⟨hal-02294706⟩
75 Consultations
72 Téléchargements

Altmetric

Partager

Gmail Facebook X LinkedIn More