This study tests hypotheses regarding differences in brand-related user-generated content
(UGC) between Twitter (a microblogging site), Facebook (a social network) and YouTube (a …

With the rise of internet, internet marketing has become an important issue, for increasing
internet business competitiveness. Recently, SEO (search engine optimization) techniques …

Online research methods are popular, dynamic and fast-changing. Following on from the
great success of the first edition, published in 2008, The SAGE Handbook of Online …

This book explores the material and everyday intersections between popular culture and
new media. Using a range of interdisciplinary resources the chapters open up various …

Digital data inundation has far-reaching implications for: disciplinary jurisdiction; the
relationship between the academy, commerce and the state; and the very nature of the …

Word-of-mouth (WOM) communication has received a great deal of attention from marketing
academics and practitioners alike. Widespread use of the internet for shopping, information …

Purpose–The purpose of this paper is to investigate the role of Web 2.0 and social media in
relationship marketing (RM) in banking. The aim is to understand why some banks resist the …

Until 2007, a social networking site seemed to be synonymous with MySpace. Its popularity
was exemplified by the 109 million visitors per month, more than twice the number of …

In this paper, we explore the opportunities and possibilities of Web 2.0 through the
theoretical lens of tribes and fandom, arguing that social-networking sites centring on iconic …

This paper reports on an exploratory study of segmentation practices of organisations with a
social media presence. It investigates whether traditional segmentation approaches are still …