Why develop social media initiatives? Published in Decision Support Systems review
Published on 12/2/2021
Professor Ales Popovic is part of the team of researchers and authors for the article “Why do organizations leverage social media to create business value? An external factor-centric empirical investigation“, accepted for publication in Decision Support Systems. The study addresses a central question of information systems (IS) research on the business value of social media. The article contributes by providing an eloquent theoretical explanation as well as empirical evidence on why organizations deploy social media initiatives to improve their marketing performance, especially in conditions of market uncertainty.
Publication related to the Area of Excellence The Complexity Advantage, sub-area Markets, information, and complexity