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Università della Svizzera italiana

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...

Università della Svizzera italiana

Destination reputation in online media : Covered topics and perceived online dominant opinion

Marchiori, Elena ; Cantoni, Lorenzo (Dir.)

Thèse de doctorat : Università della Svizzera italiana, 2013 ; 2013COM004.

Context: Online public opinions using various forms of social media are generating challenges for the tourism industry, which is intrinsically a “reputation-dependent” domain. Electronic-word-of-mouth (eWOM) has forced destination managers to rethink branding strategies, suggesting a shift from an architecture brand perspective to a live context perspective where travel markets are...

2 results 1