"An actionable framework for developing and executing successful social media strategies supporting collaboration, teamwork and communication in modern corporations Using straightforward language, this book offers real-world stories and revealing anecdotes to demonstrate how executives and...

The recent growth of consumer-generated media (CGM), also known as “new” media, has changed the nature of interaction between consumers and firms from unidirectional to bidirectional. However, CGM are almost always present alongside traditional media such as TV advertising. This research...

Social Media-Plattformen haben sich in den letzten Jahren erfolgreich etabliert und immer mehr Menschen miteinander vernetzt. Auch zahlreiche Unternehmen haben begonnen, das wirtschaftliche Potenzial dieser Medienform stärker zu nutzen. Unternehmen und Kunden ziehen Vorteile aus dem...