Online social media (OSMs) have become a popular and growing phenomenon on the Internet, as exemplified by the millions of followers of websites like YouTube, Twitter and Facebook. Given the ease of access and high competition over the Internet to attract users, a question that arises is whether...

THE LEADING QUESTION: • How can companies manage their brand communities effectively? FINDINGS: • Setting up and managing a brand community of customers is a potentially powerful marketing program for companies in the current harsh economic climate. • Many company-run brand communities...

The Stored Communications Act (SCA) was passed in 1986 to regulate information release on the developing Internet. Twenty years later, while the quantity and quality of information collected online has grown, the amount that is regulated by the SCA is increasingly uncertain. Although the SCA was...

Social Media platforms’ integration is a technology of creating a unique user experience by providing a common web-platform, wherefrom the user can access different social media vehicles. This paper checks the patterns and modes of usage of different social media platforms. This demographic...

Social media are receiving the spotlight from firms as a cost-effective tool to build their brand image and to enrich customer relationships. This calls for more attention on developing a model that measures the impact of message attributes in corporate social media. Our objective is to develop...

The paper aims to outline the managerial challenges faced by the companies interested in leveraging knowledge and creative talent embedded in online customers’ communities to sustain innovation in b-2-c industries. Through a detailed case-study analysis of a leading food producer (Barilla...

The value literature has emerged from the fundamental notion of a trade-off between costs and benefits. This evolution supports the current understanding that value resides in experience from consumption. However, less is known about how customer experiences derived from their consumption can be...

Manheim Interactive is a subsidiary of Manheim Auctions, a 55-year old brickand-mortar firm that is the number one player in offline vehicle remarketing. Since 1996, Manheim has been remarketing used automobiles over the Internet. Manheim Interactive has found that the strength of the Manheim...

Social media has become an influential and dynamic virtual space where the platform is used for social networking and a great opportunity to digitally promote a business and establish relations with customers. This study aims to understand how social media marketing activities influence brand...

Social scope group buying has become an increasingly popular marketing strategy and has served as a new customer acquisition tool. In the service industry, companies use social group buying (SGB) to recruit new customers and promote full-price products. Through SGB activities, customers can...