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Jak firmy z listy Fortune 500 wchodzą w interakcje z interesariuszami na Twitterze
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ISBN10: 6208656583
ISBN13: 9786208656584
Publisher: Wydawnictwo Nasza Wiedza
Published: Feb 19 2025
Pages: 136
Weight: 0.42
Height: 0.32 Width: 6.00 Depth: 9.00
Language: Polish
ISBN13: 9786208656584
Publisher: Wydawnictwo Nasza Wiedza
Published: Feb 19 2025
Pages: 136
Weight: 0.42
Height: 0.32 Width: 6.00 Depth: 9.00
Language: Polish
Książka ta analizuje, w jaki sposób firmy z listy Fortune 500 korzystają z Twittera na co dzień. Rozdzialy zawierają wprowadzenie wyjaśniające znaczenie Twittera dla firm poprzez omówienie niektórych z najbardziej szkodliwych 140-znakowych wpadek reputacyjnych oraz imponujących strategii zarządzania kryzysowego realizowanych w Twittersferze. Przedstawiono kompleksowy przegląd, zaczynając od omówienia komunikacji za pośrednictwem komputera (CMC), interaktywności, word-of-mouth (WOM), walencji wiadomości, a kończąc na sekcji rozróżniającej firmy między konsumentami (B2C) i firmami między firmami (B2B). Na koniec przedstawiono metodologię, operacjonalizacje i projekt badawczy w celu zbadania interaktywności firm z użytkownikami, wartości wiadomości, różnic między B2B a B2C oraz tego, jak dlugo użytkownicy mogą oczekiwac, że firma odpowie na ich tweet.
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