The Effects of Social Media Content Created by Human Brands on Engagement: Evidence from Indian General Election 2014
The Effects of Social Media Content Created by Human Brands on Engagement: Evidence from Indian General Election 2014
Rakesh R. Mallipeddi,R. Janakiraman,Subodha Kumar,Seema Gupta
2021 · DOI: 10.1287/ISRE.2020.0961
Information systems research · 41 Citations
TLDR
With human brands or individual celebrities in fields ranging from sports to politics increasingly using social media platforms to engage with their audience, it is important to understand the key factors that contribute to social media engagement.
Abstract
With human brands or individual celebrities in fields ranging from sports to politics increasingly using social media platforms to engage with their audience, it is important to understand the key ...