The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

Marketers have paid a huge price for their inability to decipher which trend has come to stay and which one is a fad. Such a challenge has jeopardized the survival of blue-chip brands, as marketers anticipated in vain the end of existing red ocean strategies. Essentially, the traditional...

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

The purpose of this study is to focus on the background research of social media marketing in different circumstances and also to do advanced research on social media marketing. The study reveals the current status of social media marketing. Secondary data from books, reputed journals,...

White goods are the goods that are painted white or enameled white. These products were previously manufactured with a white enamel finish but are now colored. White goods include household appliances, such as, Water Heater, Refrigerator, Clothes Dryer, Air Conditioner, Dish Washer, Microwave...

Why do some online video advertisements go viral while others remain unnoticed? What kind of video content keeps the viewer interested and motivated to share? Many companies have realized the need to innovate their marketing strategies and have embraced the newest ways of using technology, as...

In the digital economy, influencing and controlling the spread of information is a key concern for firms. One way firms try to achieve this is to target firm communications to consumers who embrace and propagate the spread of new information on emerging and `trending' topics on social media....

Purpose: This research examines the individuals’ perceived usefulness and ease of use of the government’s electronic services (e-government). It also explores the effect of the social influences as well as of the facilitating conditions on the individuals’ intentions to use the...

Social media usage in the world and especially in Pakistan has a high growth due to which it (social media) has a potential of becoming an effective marketing tool. Despite its comparatively low cost and significance, marketers are not effectively utilizing social media. Thus the aim of this...