The Semantic Organization Model (SOM) relates on-line communication efforts to realized brand position,\nfocusing on consumers� social media actions as evidenced by their real time on-line behavior. As such, the model\n \n \n\n\n \n \n\n \n \n \n \n \n \n \nactions. As well, the model guides strategic managerial planning effort on the basis of on-line social activity. In\nthis article, we present a model that purports to explain how consumers� existing semantic structure guides their\ninterpretation of on-line reviews, posts, and other comments. In addition, we discuss how consumer connection to\nsuch communications can be represented in the form of what we refer to as endurance scores.
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