Impact of social media on consumers and firms
- Deprecated function: implode(): Passing glue string after array is deprecated. Swap the parameters in drupal_get_feeds() (line 394 of C:\inetpub\vhosts\axware.nl\httpdocs\includes\common.inc).
- Deprecated function: The each() function is deprecated. This message will be suppressed on further calls in menu_set_active_trail() (line 2430 of C:\inetpub\vhosts\axware.nl\httpdocs\includes\menu.inc).
By combining different data sources and research methods, this dissertation describes the path from consumer motivations for using social media, to activities on social media, and finally to the impact of social media on consumers’ minds and firm outcomes.