Engaging in Real Time: Understanding the Effect of "Real-Time" Social Media Messages on Consumer Engagement

Omar RODRIGUEZ-VILA, Sundar BHARADWAJ, Myoung-Jin CHAE

Research output: Book Chapters | Papers in Conference ProceedingsConference paper (refereed)

Original languageEnglish
Title of host publicationRegaining Relevance: doing research that reshapes the practice of marketing
EditorsBernard JAWORSKI, Neil MORGAN
PublisherAmerican Marketing Association
ISBN (Print)9781510839175
Publication statusPublished - Aug 2016
Externally publishedYes
Event2016 AMA Summer Educators Conference - Atlanta, Georgia
Duration: 5 Aug 20167 Aug 2016

Publication series

NameAMA Educators Proceedings
Volume27

Conference

Conference2016 AMA Summer Educators Conference
CountryGeorgia
CityAtlanta
Period5/08/167/08/16

Cite this

RODRIGUEZ-VILA, O., BHARADWAJ, S., & CHAE, M-J. (2016). Engaging in Real Time: Understanding the Effect of "Real-Time" Social Media Messages on Consumer Engagement. In B. JAWORSKI, & N. MORGAN (Eds.), Regaining Relevance: doing research that reshapes the practice of marketing (AMA Educators Proceedings; Vol. 27). American Marketing Association.