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Introduction to the Minitrack on Social Media Management in Big Data Era

Social media can be a powerful means of disseminating public opinions and personalized preferences on products, events, service, etc. Advances in big data analytical techniques make it possible for organizations to better understand the mechanisms of brand-related opinions and behaviors, as well as to meet and discover individuals’ personalized needs. Research on investigating how social media big data management provides unique value to both individuals and organizations enriches and provides multidisciplinary inspirations to extant research on social media management.