...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Optimization in Industrial Engineering >Optimal Use of Social Media From the Perspective of Brand Equity in Startups with a Data Approach
【24h】

Optimal Use of Social Media From the Perspective of Brand Equity in Startups with a Data Approach

机译：利用数据方法的初创品品牌股权的优化利用

获取原文
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

The purpose of this study is to identify the effective factors of optimal use of social media in the brand equity of startup companies. To this end, the researcher collected the required data using snowball sampling, protocol design, and exploratory interviews with sixteen university experts, the industry in this field, and senior managers of accelerator companies and startups. Maxqda 18 software was used to analyze the interviews. In the open coding process, the researcher first identified 170 codes and categorized them into 8 categories. Then, based on the theoretical literature and using the opinion of academic experts in axial coding based on Strauss and Corbin paradigm model, the relevant model was extracted and finally the selective coding was performed. To evaluate the validity of coding, Peer check method, the member check method and reliability by Field note were conducted. The results indicate that the main phenomena is using social media in startups and the communicational dimension as causal factors, cognitive dimension, and attitude in the position of strategies, brand characteristics as background factors, relational dimension, and rules and regulations as intervening factors and finally behavioral dimension were obtained as the consequences of the model.
机译：本研究的目的是确定初创公司品牌股权在社交媒体上最佳利用的有效因素。为此，研究人员使用雪球采样，协议设计和具有十六所大学专家，该领域的行业的探索性访谈，以及加速器公司和初创公司的高级管理人员来收集所需的数据。 MaxQDA 18软件用于分析访谈。在开放编码过程中，研究人员首先确定了170个代码并将其分类为8个类别。然后，基于理论文学和使用基于施特劳斯和柯尔宾范式模型的轴向编码中学术专家的意见，提取了相关模型，最后进行了选择性编码。为了评估编码的有效性，对等体检查方法，通过现场注意进行了成员检查方法和可靠性。结果表明，主要现象是在初创公司和沟通方面的社交媒体作为因果因素，认知维度和策略地位的态度，品牌特征作为背景因素，关系维度和规则和规则作为干预因素，最后获得行为维度作为模型的后果获得。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号