Cover -- Title -- Copyright -- Contents -- List of boxes -- List of case studies -- List of figures -- List of tables -- Notes on contributors -- Acknowledgements -- Definitions of terms -- Section I Introduction -- 0 A visual introduction to Digital and Social Media Marketing -- 0.1 You and...

Introduction -- Communicatively constituted organizations, plausible? -- Critical sensemaking (CSM) in a virtual environment -- Methodology -- Plausibility, authenticity and collective enactment -- Crowdfunding : collective organizing and virtual identities -- Plausibility and legitimation --...

Das Influencer Marketing hat sich in Deutschland in den vergangenen Jahren immer mehr etabliert und entwickelt sich langsam aus der Experimentierphase zu einem wesentlichen Baustein der Marketing-Strategie von Unternehmen. Dabei kristallisieren sich immer mehr Standards und allgemeingültige...

It's a new world online, where consumers can publish their writing and gain a public presence, even a mass audience. This book links together blogging, writing reviews for Yelp, and creating pinboards for Pinterest, all of which provide ordinary people the opportunity to display their tastes to...

Social media open up new possibilities for firms to exploit information from various external sources. Does this information help firms to become more innovative? Combining firm-level survey data with information from firms' Facebook pages, we study the role that firms' and users' activities on...