Social media have global proportions, yet little is known about firms' engagement with these
Web 2.0 technologies in emerging markets within Latin America. The study investigates …

Purpose Given the widespread popularity of social media such as Facebook, Twitter and
Instagram, understanding consumer-brand engagement behavior within social media is …

Social media platforms allow for the integration of online and offline experiences for
customers and brand relationships. Firms must understand which moves are the best to …

In today's technology driven world, social networking sites have become an avenue where
retailers can extend their marketing campaigns to a wider range of consumers. Chi (2011 …

Purpose–This paper aims to investigate what activities allow the firm to efficiently and
effectively integrate social media into its strategic marketing activities. Design/methodology …

Consumers increasingly use social media for a variety of consumption-related tasks such as
complaining about a brand or sharing purchase experiences. Social media growth …

Abstract Changes in consumer behavior require firms to rethink their marketing strategies in
the digital domain. Currently, a significant portion of the associated research is focused more …

Te purpose of this research is to analyze and explore how companies could use social
media to promote themselves and improve their business to consumer relationship, this in …

This study examines familiarity, usage, and attitudes towards social media among the fastest
growing small businesses in the US as represented by the Inc. 500. The results show that …

Although social media has become a source of interaction between consumers and their
favorite brands, surprisingly little academic research has sought to understand how social …