Purpose: This paper aims to review analogical reasoning work to distil and apply procedural guidelines that aid theoreticians to develop novel analogies. Design/methodology/approach: The authors reviewed 189 studies from 1980 to 2020 to identify analogical reasoning guidelines. Findings:...

Purpose: Social media communications on platforms such as Facebook and LinkedIn can allow managers to interact cost effectively with trading partners. However, although most firms have an online presence on multiple social media platforms, the question remains as to whether marketers’...