Working Papers

Brand Buzz in the Echoverse

Kelly Hewett, William Rand, Roland T. Rust, and Harald J. van Heerde

Apr 6, 2015

Explores the complex feedback loops between corporate communications, news media, and user-generated social media; based on statistical analysis of a comprehensive brand communications dataset in the financial services industry from 2007-2014 and qualitative interviews with 13 brand communications executives. 

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