Sustainable Corporate Social Media Marketing Based on Message Structural Features: Firm Size Plays a Significant Role as a Moderator

Article English OPEN
Moon Young Kang; Byungho Park;
(2018)
  • Publisher: MDPI AG
  • Journal: Sustainability (issn: 2071-1050)
  • Publisher copyright policies & self-archiving
  • Related identifiers: doi: 10.3390/su10041167
  • Subject: structural feature | social media | small and medium enterprise | SME | sustainability | message attribute | marketing | structural equation model | Environmental effects of industries and plants | TD194-195 | Renewable energy sources | TJ807-830 | Environmental sciences | GE1-350

Social media has been receiving attention as a cost-effective tool to build corporate brand image and to enrich customer relationships. This phenomenon calls for more attention to developing a model that measures the impact of structural features, used in corporate soci... View more
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