Reference List

Agnihotri, R., Afshar Bakeshloo, K., & Mani, S. (2023). Social media analytics for business-to-business marketing. Industrial Marketing Management, 115, 110–126. https://doi.org/10.1016/j.indmarman.2023.09.012

Guillebeau, C. [@thesideincomeideas]. (2023, February 5). Side Hustle School POPULAR INSTAGRAM ACCOUNT BECOMES FASHIONABLE CLOTHING BRAND [Video]. YouTube. https://www.youtube.com/watch?v=GM-9q8KTUVM

Kanopy Streaming. (2014). Social media for business: What you need to know [Video]. Kanopy. https://www.kanopy.com/en/snhu/video/89967

Luo, Z., Guo, J., Benitez, J., Scaringella, L., & Lin, J. (2024). How do organizations leverage social media to enhance marketing performance? Unveiling the power of social CRM capability and guanxi. Decision Support Systems, 178, 1–12. https://doi.org/10.1016/j.dss.2023.114123

Padi, A., Musah, A., Keelson, S. A., & Adjei, L. (2024). Leveraging social media for enhanced profitability and growth: evidence from small and medium scale enterprises (SMES) in Ghana. Indonesian Journal of Business & Entrepreunership, 10(2), 455–466. https://doi.org/10.17358/IJBE.10.2.455

Rudeloff, C., & Michalski, P. (2024). How corporate brands communicate their higher purpose on social media: evidence from top global brands on Twitter. Corporate Reputation Review, 27(3), 202–215. https://doi.org/10.1057/s41299-023-00168-w

Which social media platforms are most popular, % of U.S. adults who say they ever use …. [Graph]. (2024). Pew Research Center. https://www.pewresearch.org/internet/fact-sheet/social-media/

Xiaoye Cheng, Bala, H., & Mochen Yang. (2024). Engaging users on social media business pages: the roles of user comments and firm responses. MIS Quarterly, 48(2), 731–747. https://doi.org/10.25300/MISQ/2023/17621

Zhang, S., de Jong, M. D. T., & Gosselt, J. F. (2025). Consumers’ motives for engaging with company social media accounts: comparing Western and Chinese users. Journal of International Consumer Marketing, 1-18. https://doi.org/10.1080/08961530.2025.2450809