Browsing 3rd Biennial Conference of the Indian Academy of Management (IAM), 2013 by Subject "Social Media"
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Analysis of consumer feedback on brands in social media space: A market-wise comparison
(Indian Institute of Management, Ahmedabad, 2013)Consumer 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 ...