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Keywords: Social media strategy
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Journal Articles
Journal:
Management Decision
Management Decision (2018) 56 (1): 233–251.
Published: 08 January 2018
...Madhumita Nanda; Chinmay Pattnaik; Qiang (Steven) Lu Purpose The purpose of this paper is to examine how movie studios develop an integrated social media strategy to achieve box office success. Departing from prior studies which focus on single social media platforms, this study examines the role...
