Social media refers to conversational media (ie, channel or tools used to store and deliver
information). Safko and Brake (2009) highlight the main goal of social media is to engage …

This viewpoint provides insights to anyone who is interested in researching consumer use of
social media or using social media in a managerial context. It will be particularly helpful to …

Research into social media has proliferated significantly over the last few years. However,
the majority of papers published in this domain lack rigorous theoretical underpinning. This …

Social media is fundamentally changing the way people communicate, consume and
collaborate. It provides companies a new platform to interact with their customers. In …

Social Media is an extension and explosion of traditional word of mouth networks. Word of
mouth has always been the most effective and trust worthy means of disseminating …

This chapter presents an overview of social media and its application in various business
domains. Social media platforms are increasingly becoming important for business growth …

Social media has become one of the most popular applications over the Internet (Zhang, Lin,
& Wang, 2013). Social networking sites (SNSs), such as Facebook and Twitter, gain the …

In just one decade, social media have revolutionized the life of many people and thus
attracted much attention, not only from industry, but also academia. To understand how …

The usefulness of social media has soared in recent times as a platform that has
empowered customers in defining firms, their brands, products, and services through …

Can social media be an effective way for merchants to create new business? We believe
that more and more businesses are using Social Media Promotions (SMPs) as an …