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 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 …

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 …

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 …

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 …

Social media comprises communication websites that facilitate relationship forming between
users from diverse backgrounds, resulting in a rich social structure. User generated content …

It has been observed that Internet technologies and web-based applications are persistently
increasing and in the current scenario, technology is more about linking people rather than …

This dissertation is concerned with investigating topics surrounding the phenomenon of
social media usage. Essay One draws from the technology acceptance literature by utilizing …

Marketing researchers and practitioners show significant interest in understanding the
opportunities and usage of the phenomenon of social media and its usage in marketing …

Social media is becoming more and more popular as a medium for marketing and
promotion. Banks, for example, have spent a substantial amount of time, efforts, as well as …