2019
DOI: 10.1109/access.2019.2891081
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Quantification of Productivity of the Brands on Social Media With Respect to Their Responsiveness

Abstract: Social online marketing is expanding fast with the evolution and recent development in the information and communication technology. Investigating how companies are exploiting social media for marketing, advertisement, and consumer's engagement is gaining more and more interest. In this paper, brands/companies data on Twitter is collected and analyzed to compute the overall company response on Twitter. Responsiveness of a company is inferred from three features: company popularity, average company replies, and… Show more

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Cited by 9 publications
(6 citation statements)
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References 26 publications
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“…Considering that brand image is created using different channels, it appears to be necessary to use different methodologies to study it. This is exactly what Shahzad et al [20] did in their research on the factors that influence buying behavior based on the brand image both online and off-line.…”
Section: Related Worksupporting
confidence: 55%
“…Considering that brand image is created using different channels, it appears to be necessary to use different methodologies to study it. This is exactly what Shahzad et al [20] did in their research on the factors that influence buying behavior based on the brand image both online and off-line.…”
Section: Related Worksupporting
confidence: 55%
“…As such, the widespread use of digital footprints has undermined consumers' trust (which is more affective altitudinal disposition) in social media platforms (Vervier et al, 2017). This area is of particular interest to individual consumers, as they may feel vulnerable to exploitation by social media platforms and web technologies (Shahzad et al, 2019;Shu et al, 2017). For instance, privacy advocates in the USA allege that large Internet service providers can potentially infringe consumers' privacy, as they have access to large volume of personal data (Waters and Bond, 2017).…”
Section: Introductionmentioning
confidence: 99%
“…By defining a proper mechanism and standard template to share data (i.e., standard template for project documentation for all the teams) among distributed teams can help to cover the knowledge sharing and management issues [50][51][52][53][54]73,[77][78][79].…”
Section: Standard Mechanismmentioning
confidence: 99%
“…By maintaining a unified backlog having clearly visible requirements for all the teams can help to overcome the issue of shared understanding, as all teams will be able to access and view the common data along with the progress of the work in terms of completed sprints and current sprints [22,32,63,78,[84][85][86].…”
Section: Unified Backlogmentioning
confidence: 99%