Please use this identifier to cite or link to this item: http://hdl.handle.net/11718/11487
Full metadata record
DC FieldValueLanguage
dc.contributor.authorKumar, Atul
dc.contributor.authorAnand, Sandip
dc.contributor.authorKumar, Ibha
dc.date.accessioned2013-12-03T05:53:23Z
dc.date.available2013-12-03T05:53:23Z
dc.date.copyright2013-12-12
dc.date.issued2013
dc.identifier.citation3rd Biennial Conference of the Indian Academy of Management (IAM), 2013 held at IIMA during 12-14 December, 2013en_US
dc.identifier.urihttp://hdl.handle.net/11718/11487
dc.description.abstractConsumer voice on social media is becoming vital for organizations. Kotler (2011) classifies the benefits consumers derive from a brand as functional (physical benefits, M1), emotional (psychological benefits, M2), and social (social responsibilities, M3).Consumers share both positive and negative voice in social media space. The current study attempts to analyse health of brands by content analysis of the consumer feedback present on a brand’s Facebook page and categorisation of the feedback on the basis of benefits consumers derive. This study identifies select brands for this purpose. The findings for our sample suggest that social benefits may play an important role in the growth of a brand in developed markets, whereas physical and psychological benefits dominate brand’s feedback in less developed markets.en_US
dc.language.isoenen_US
dc.publisherIndian Institute of Management, Ahmedabaden_US
dc.subjectSocial Mediaen_US
dc.subjectConsumer Voiceen_US
dc.subjectConsumer Complaint Behaviouren_US
dc.subjectContent Analysisen_US
dc.subjectBrand’s Healthen_US
dc.titleAnalysis of consumer feedback on brands in social media space: A market-wise comparisonen_US
dc.typeArticleen_US
Appears in Collections:3rd Biennial Conference of the Indian Academy of Management (IAM), 2013

Files in This Item:
File Description SizeFormat 
CB-PP-214-Analysis_of_consumer_feedback_on_brands_in_social_media_space-349-Kumar_b.pdf382.37 kBAdobe PDFView/Open


Items in IIMA Institutional Repository are protected by copyright, with all rights reserved, unless otherwise indicated.