Working Papers

Building the B[r]and: Understanding How Social Media Drives Consumer Engagement and Sales

Yogesh V. Joshi , Liye Ma, William M. Rand, and Louiqa Raschid

Jul 23, 2013

Investigates how social media activity, by new and established brands, relates to consumer engagement and sales. Dataset includes Twitter activity and offline concerts for several bands, social media activity of the bands’ followers, and album sales data.

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