کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1014299 | 939365 | 2012 | 5 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
The Britney Spears universe: Social media and viral marketing at its best
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کلمات کلیدی
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
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چکیده انگلیسی
Britney Spears is one of the most successful female recording artists in contemporary music, world-wide. Herein, we analyze how Britney Spears and her team of employees rely on social media applications to communicate around this pop icon, and create and maintain her celebrity brand image. Specifically, we look at the use of social media during the launch of her single ‘Hold It Against Me’ and the associated album Femme Fatale in early 2011. The interplay of postings on Twitter, YouTube, and Facebook—combined with comments on her webpage, BritneySpears.com—can be seen as a prime example of social media usage to support new product introductions.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Business Horizons - Volume 55, Issue 1, January–February 2012, Pages 27–31
Journal: Business Horizons - Volume 55, Issue 1, January–February 2012, Pages 27–31
نویسندگان
Andreas M. Kaplan, Michael Haenlein,