In the past few years, e-government has been a topic of much interest among those excited about the advent of Web 2.0 technologies. This paper reviews the recent literature concerning Web 2.0, social media, social networking, and how it has been used in the public sector. Key observations...

Dynamic development of the Internet and electronic devices favours also its use in the marketing activity of enterprises what manifests itself in dynamic development of e-commerce or the use of the Internet for communication. Aim of this article is to evaluate the possibility of using Internet...

Selling virtual goods for real money is an increasingly popular revenue model for massively-multiplayer online games (MMOs), social networking sites (SNSs) and other online hangouts. In this paper, we argue that the marketing of virtual goods currently falls short of what it could be. Game...

Since their inception more than 15 years ago, social media have become a vibrant research topic in business and economics research. This article presents an integrative literature review taking stock of and showing the many faces of social media in extant research. Based on N = 1419 articles...

The paper studies the impact of homophily on the optimal strategies of a monopolist, whose marketing campaign of new product relies on a word of mouth communication. Homophily is a tendency of people to interact more with those who are similar to them. In the model there are two types of...

I develop a theoretical framework for studying viral communications through a principal agent set-up. The principal derives wealth from a signal in a society while agents in the society talk to each other. A society is likely to create a viral bubble if there is a short loop of positive...

Viral marketing is used to widely distribute content. To achieve this goal, the basic decision-making process from content reception to interaction must be clarified. This paper examines the decision-making process of individuals in viral marketing using a new dynamic model. In addition, this...

Beim Guerilla Marketing handelt es sich um die Auswahl untypischer und undogmatischer Marketingaktivitäten, die mit einem oftmals vergleichsweise geringen Mitteleinsatz eine möglichst große Wirkung erzielen sollen. Im Kern zielt Guerilla Marketing darauf ab, anders zu sein und aufzufallen....

Background - Due to the rapid growth of the Internet and use of e-commerce in recent years, viral marketing has drawn the attention of manufacturing and service organizations. However, no research has been conducted to examine the impact of message appeal and message source credibility on...