WHO'S WINNING THE BURGER WARS? A CLOSER LOOK AT SOCIAL NETWORKING, ENTERPRISE SOCIAL NETWORKS, AND CUSTOMER ENGAGEMENT

2018 Issues in Information Systems  
Today, most businesses use social media externally for public relations and marketing purposes. Correspondingly, the majority of current research surrounding social media in business exists to educate companies about how to effectively communicate with consumers and promote their products and services. There is limited research on how organizations can leverage social media platforms to increase customer engagement. The paper examines and provides a literature review of social media technology
more » ... nd the impact on brand awareness and customer engagement.
doi:10.48009/4_iis_2018_16-25 fatcat:rp2d65kr7fhi7jxybpqu4xodby