Active Social Media Management: The Case of Health Care
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 user-generated content. Howeve...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
Institute for Operations Research and the Management Sciences (INFORMS),
2014-07-01T16:18:22Z.
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| Subjects: | |
| Online Access: | Get fulltext |