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Relationship orientation in social media : construct, measurement and link to company performance

Fudurić, Morana ; Snehota, Ivan (Dir.) ; Mandelli, Andreina (Codir.)

Thèse de doctorat : Università della Svizzera italiana, 2014 ; 2014COM002.

Today, companies operate in a dynamic environment, characterized by fast technological development, vast competition and globalization as well as constant changes in the market which has led to the growing awareness of the importance of developing long term, profitable relationships with various stakeholders or partners. Combined with the emergence of social media during the 1990s that...