As the Sri Lankan economy attempts to transform into a more value-added and knowledge-led one, recent advancements in technology and innovation have created a plethora of new opportunities for small and medium-sized enterprises. This paper provides four case studies of innovative enterprises and...

Word-of-mouth (WOM) plays an increasingly important role today in shaping consumers' attitudes and buying behaviors. Prior work in marketing has mainly focused on the aggregate impact of WOM on product sales as well as the generation of WOM. Very little attention has been paid to the consumption...

Marketers distinguish between three types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The effects of earned media, however, have received limited...

Social media has become a communications platform for brands to interact with customers. Few studies have tested how more than 50 million US Hispanics use social media. This paper investigates how Hispanics interact with social media, such as Facebook, and examines how Hispanics spend more on...

The adoption and use of a professional social media network by franchise chains is the focus of this paper. We draw on resource-based theory, institutional economic theories of incentives and externalities and multidisciplinary literatures on franchising, innovation adoption and...

As one of the fastest growing social media networks, Facebook is used daily by 7.91 billion users. Despite its worldwide influence, the cognitive perception of this social network has not been fully understood or researched. The current study examines human behavior when viewing Facebook pages...

Through social media, politicians can personalize their campaigns and target specific groups of voters with an unprecedented precision. We assess the effects of such political micro-targeting by exploiting daily advertising prices on Facebook during the 2016 US presidential campaign. We measure...

Social networking is currently the most popular online activity among consumers worldwide. Today in business context, Social media is achieving increasing importance as a channel for consumer's online participation and engagement. Brands are developing its presence in social networking sites to...

Nowadays modern media is very significant in the business success. At present, 90%of consumers always look forthe information on interesting companies (including Facebook or Instagram pages) before purchasing their products/services. Any company is able to be successful thanks to its properly...

Today's internet world has changed a lot from the previous decades. YouTube is one of the video sharing and streaming platform in social media which plays a vital role in internet users. In this paper discuss, how video creators will earn revenue from YouTube and what are the possible ways to...