Active Social Media Management: The Case of Health Care

Article English OPEN
Miller, Amalia R.; Tucker, Catherine Elizabeth;
  • Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
  • Identifiers: doi: 10.1287/isre.1120.0466
  • Subject:
    acm: ComputingMilieux_THECOMPUTINGPROFESSION

Given the demand for authentic personal interactions over social media, it is unclear how much firms should actively manage their social media presence. We study this question empirically in a health care setting. We show that active social media management drives more ... View more
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