MARC details
| 000 -LEADER |
|---|
| fixed length control field |
01968nam a22002537a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
ZW-GwMSU |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20241009094803.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
241009b |||||||| |||| 00| 0 eng d |
| 022 ## - INTERNATIONAL STANDARD SERIAL NUMBER |
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| International Standard Serial Number |
14775212 |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
MSU |
| Language of cataloging |
English |
| Transcribing agency |
MSU |
| Description conventions |
rda |
| 050 00 - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
HF5415.1265 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Graffigna, Guendalina |
| Relator term |
author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Getting insight or getting lost? : |
| Remainder of title |
an integrated mixed-method approach to social media discourse and its impact on marketing decision-making/ |
| Statement of responsibility, etc. |
created by Guendalina Graffigna and Rossella C. Gambetti |
| 264 1# - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE |
|---|
| Place of production, publication, distribution, manufacture |
Geneva : |
| Name of producer, publisher, distributor, manufacturer |
Inderscience, |
| Date of production, publication, distribution, manufacture, or copyright notice |
2015. |
| 336 ## - CONTENT TYPE |
|---|
| Source |
rdacontent |
| Content type term |
text |
| Content type code |
txt |
| 337 ## - MEDIA TYPE |
|---|
| Source |
rdamedia |
| Media type term |
unmediated |
| Media type code |
n |
| 338 ## - CARRIER TYPE |
|---|
| Source |
rdacarrier |
| Carrier type term |
volume |
| Carrier type code |
nc |
| 440 ## - SERIES STATEMENT/ADDED ENTRY--TITLE |
|---|
| Title |
International journal of internet marketing and advertising |
| Volume/sequential designation |
Volume 9, number 2 |
| 520 3# - SUMMARY, ETC. |
|---|
| Summary, etc. |
Scholars agree that Web 2.0 is a mine of important information for companies, representing a privileged observatory to explore spontaneous discourse among consumers. However studying Web 2.0 interactions and discourse is not easy and there is no current consensus on procedures for doing so. In fact, Web 2.0 analysis for marketing research purposes is still at an early stage and usually follows a bricolage approach. On the basis of these premises, we have adopted a mixed-method approach to map consumer discourse related to brands in social media contexts. This integrated approach appears promising as an ecological and insightful analysis of the Web 2.0 discourse arena. Here we discuss the results from a study aimed at mapping Web 2.0 exchanges among Italian consumers regarding a brand of well-known Italian soft drink over a period of six months. The different steps of the study and the methodological choices made are discussed in detail. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Social media interaction |
| Form subdivision |
Consumer discourse |
| General subdivision |
Marketing decision making |
| Geographic subdivision |
Italy |
| 700 1# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Gambetti, Rossella C. |
| Relator term |
co author |
| 856 ## - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
https://doi.org/10.1504/IJIMA.2015.070715 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Journal Article |