Strategies for Social Media

2 March 2016, by Timo Mandler

A new edition of the Harvard Business Manager (03/2016, German version) features an article based on our research group’s work. Marius Johnen, Marleen Relling, Henrik Sattler, and Oliver Schnittka analyze, how Social Media Manager should incorporate the various interests of their customers while developing strategies and content for their social media channels. The article is based on the paper „Each can help or hurt: Negative and Positive Word of Mouth in Social Network Brand Communities“, which was recently published in the International Journal of Research in Marketing.