Brand consistent behavior of employees on social media: the role of social media governance and policies

Author/s Alessandra Mazzei, Alfonsa Butera
Publishing Year 2016 Issue 2016/4 Language English
Pages 22 P. 85-106 File size 140 KB
DOI 10.3280/MC2016-004006
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Keywords: Employee brand consistent behaviour, social media policy, social media governance, authenticity, enabling, internal branding

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Alessandra Mazzei, Alfonsa Butera, Brand consistent behavior of employees on social media: the role of social media governance and policies in "MERCATI & COMPETITIVITÀ" 4/2016, pp 85-106, DOI: 10.3280/MC2016-004006