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 …

In social media marketing, emphasis needs to be placed on creating and adopting effective
strategies that can generate electronic word-of-mouth (eWOM) and make the brand go viral …

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 …

The dynamic, ubiquitous, and often real-time interaction enabled by social media
significantly changes the landscape for brand management. A deep understanding of this …

Purpose–Social media is an engaging area of research that is rapidly evolving. The purpose
of this paper is to focus on how corporations should effectively utilize this new media as a …

Purpose–The purpose of this paper is to: first, examine why companies create brand pages
in social media, how they use them, what policies and strategies they follow, and what …

Managers today face many challenges when using social media in their marketing
strategies. Drawing from social media literature, this study introduces a new framework to …

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 …

Consumers are adopting increasingly active roles in co-creating marketing content with
companies and their respective brands. In turn, companies and organizations are looking to …

This book focuses on the role of social media as the next major game-changer. Social media
has emerged as the defining trend in the last decade and continues to restructure …