A Study on the Use of Social Media to Understand Consumer Preference: The Case of Starbucks

Ch. Yin Sam; Y. Cai

Volume 5, Issue 3 , July 2015, , Pages 207-214

  The paper seeks to identify Starbuck's experience in using social media, understand how social media is linked to customer knowledge management, and assess how social media services could have contributed to Starbucks success. Starbucks demonstrates versatility to engage customers and support different ...  Read More