This Case is aboutÂ MARKETING, PERFORMANCE MEASUREMENT, SOCIAL PLATFORMS
PUBLICATION DATE: November 15, 2014 PRODUCT #: BH638-PDF-ENG
Many firms seek business opportunities and promotion via these platforms. But, the link between resources created from company functionality and these websites remains largely unexploited. Both financial advisors and supervisors can benefit from the lessons.
An empirical evaluation of our framework demonstrates that ‘followers’ and ‘enjoys’ favorably affect the share value of a company, however just after a critical mass of followers is reached. Our estimates indicate that Twitter is a more powerful instrument to improve company operation than Facebook.