Purpose The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building. This research complements the much more extensive knowledge base regarding social media use in...

Purpose – The aim of this article is to develop an understanding of marketing and customer relationships in software SMEs (small to medium‐sized enterprises) using a mixed methods approach. Design/methodology/approach – The methodology combined qualitative research methods along with...

Purpose – The purpose of this paper is to draw on experience in supervising new researchers and the advice of other writers, to offer novice researchers, such as those engaged in study for a thesis, a pragmatic introduction to conducting research interviews. Design/methodology/approach –...

The role of brands and branding in the new economy that is characterised by digitisation and globalisation are attracting considerable attention. Taking the organisational perspective the challenges for branding in online environments relate to: the message capacity of Web pages, the need to...

Purpose – The purpose of this paper is to provide an overview of the e‐book marketplace players and their services against a context in which e‐books are becoming an increasingly significant category of digital resource. Design/methodology/approach – The paper starts with a brief...

Purpose – E‐books are an important and growing type of digital resource. Academic libraries have traditionally had a major role in selecting books and making them available to learners, scholars, and researchers. Therefore the processes and criteria that they apply in the selection and...

This article explores the theme of synergy in relation to business strategy, with specific reference to e‐business. After exploring the extent to which e‐business strategy needs to be integrated with corporate and functional area strategies, the article continues the theme of synergy by...

In the digital world, marketing communications is concerned with creating presence, creating relationships, and creating mutual value. The Internet as a marketing channel is interactive, accessible, ubiquitous, and integrates marketing communication with commercial transactions and service...

Purpose – To propose a categorisation of customer loyalty types to further increase our understanding of the nature of loyalty. Design/methodology/approach – By segmenting customers who are both loyal in attitude and behaviour to a brand, a model is proposed that differentiates between...