Purpose – The purpose of this paper is to investigate why small- and medium-sized enterprises (SMEs) are using social media and how they should measure its return on investment (ROI). The measurement of economic value associated with the use of social media by business is discussed in order to...

Purpose – The purpose of this paper is to explore the role and economic impact that the internet, specifically websites and social media, have on small businesses. It aims to investigate the benefits available from the use of the internet and social media sites for small businesses that...

Purpose While it is perceived that adoption reflects acceptance, the purpose of this paper is to argue that individual usage is critical and cannot be guaranteed by mere adoption. This study, therefore, focuses on the factors (i.e. performance expectancy, perceived trust, perceived risk,...

Purpose The purpose of this paper is to analyse the deliberate social media marketing practices of a start-up company. The study aims to measure the effects of these practices (i.e. following potential customers and liking and commenting on their posts on Instagram) on creating and increasing...

Purpose This paper aims to complement the current understanding about user engagement in electronic word-of-mouth (eWoM) communications across online services and product communities. It examines the effect of the senders’ prior experience with products and services, and their extent of...

Purpose While a great amount of literature has focused on the relationship between communication strategies and corporate reputation, there is no systematic research on the different kinds of social media communication strategies. Based on the corporate reputation and social media literature,...

Purpose – The concept of online customer service experience (OCSE) has recently received great interest from academia and businesses alike. Despite the belief that providing superb online experiences will influence customers' online buying behavior, most of the research focuses solely on the...

Purpose Social networks offer consumers the ability to voice their opinions of brands in a real-time, public setting. This represents a unique challenge for firms as brand managers must develop new strategies for properly communicating with consumers, especially in the event of a service...

Purpose This study aims to develop a process model to facilitate enterprises’ co-creating value with consumers through social media. Design/methodology/approach Drawing on the concepts of internet-based co-creation and collective action theory, this study outlines a five-stage model...

Purpose The purpose of this paper it to highlight the challenges of managing and handling data for services marketers that have been brought about by the contemporary environment and emerging schools of thought. Design/methodology/approach A comparison is made between conventional data...