Purpose – The purpose of this paper is to investigate the role of Web 2.0 and social media in relationship marketing … – The paper identifies requirements for the adoption of social media in bank marketing and offers insights on possible … offer insights on marketing practices of banks in the SEE region. The paper unveils challenges banks encounter in their RM …

this study. Data were collected from personal interviews with 14 marketing managers responsible for the social media … business marketing actions, this paper is an exploratory step toward the ways firms utilize social media channels.  …

state-of-the-practice of pharmaceutical social media marketing related to eDTCA and CSR.  …

Purpose – Viral marketing draws heavily on the success of a few mythic campaigns. However, the viral metaphor limits …

Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing … communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development … marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have …

meaning across three key sources i.e. first, brand strategy (i.e. traditional marketing mix); second, corporate … Facebook brand communities. The authors then interpreted the findings in relation to the brand strategy (i.e. marketing mix …

Purpose The purpose of this paper is to contribute to marketing communications literature by exploring consumer …