Like many other organizations, universities are using social media to engage with their stakeholders as they have varying interests and commitments. This chapter focuses on strategic communication and stakeholder engagement by UK universities on Twitter. It presents a descriptive study about...

With social media transforming how customers interact with brands, this study explores the consumer –brand relationship in UK energy sector which has a reputation for lack of trust by customers. Using user-generated contents on Facebook pages of the ‘big six' UK energy companies, the study...

"Integrating consumer behaviour, digital marketing, digital platform management, web analytics and marketing insights, Digital Consumer Management provides a holistic understanding - from a brand perspective - of the management of consumers and consumption in the digital ecosystem. Chapters...

Universities are known to have a particularly complex stakeholder environment, thus, identifying the stakeholder environment and management for effective communication is essential to elicit stakeholder engagement. While acknowledging that the identification of relevant stakeholders seemingly...

While practitioners have adopted nostalgia-based marketing and advertising strategies, consumers’ responses have also been empirically considered, the theoretical argument of this paper is how the brand context affects these outcomes. No doubt, nostalgia can evoke positive emotions, but can...