Abstract Research supports the idea that when people use social media to interact with others, they are more likely to feel more related to others.
Category: Papers
Recent published articles and working papers.
Why Do People Use Social Media? Empirical Findings and a New Theoretical Framework for Social Media Goal Pursuit
Abstract Why do people use social media? We examine how and why people use social media in the context of their basic needs for autonomy,
Can You Measure the ROI of Your Social Media Marketing?
Abstract This paper argues that social media metrics should be captured as customer investments in marketers’ social media efforts and that applications considered in concert
The ‘Right’ Consumers for Better Concepts: Identifying and Using Consumers High in Emergent Nature to Further Develop New Product Concepts
Abstract While much research has emphasized improving current new product concept techniques, little work has focused on trait-based approaches that specify which consumers are the