Purpose Although Social Media use has become all-pervasive, previous research has failed
to explain how to use Social Media tools strategically to create business value in today's …

Firms increasingly employ social media for innovation, yet current literature offers little
guidance for developing their strategic uses. This study applies a qualitative, theory-building …

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 …

Although previous studies have documented a positive link between traditional media and
brand performance, how social media is related to brand value has not yet been …

Recent research reveals meaningful uses of digital marketing instruments, though without
addressing internal, organizational antecedents of a firm's social media performance …

Companies are implementing social media for marketing, advertising, employee recruitment,
and overall communications with employees, clients, and partners. Small businesses are …

The adoption of social media (SM) as a marketing platform in B2B markets has been
growing, but there is a lack of research exploring the development of the social networking …

Purpose The purpose of this paper is to examine antecedents of customer engagement on
social media and how these platforms can enhance customers' continuation intention …

The affordances, popularity and pervasive use of social media platforms such as Facebook,
Twitter and Instagram have made these platforms attractive to organisations for enhancing …

Traditionally, consumers used the Internet to simply expend content: they read it, they
watched it, and they used it to buy products and services. Increasingly, however, consumers …