pt. I. Research foundations -- pt. II. Theory breakthroughs -- pt. III. New approaches to research -- pt. IV. Digital media : radiating voices -- pt. V. Evaluating digital advertising -- pt. VI. Future research trends and opportunities.

Contents: Introduction to youth marketing to digital natives -- 1. Why youth culture beats age segmentation when it comes to marketing to young consumers -- 2. From age segmentation to "segmenculture": Introducing a new segmentation method based on the youth culture criterion -- 3. How do youth...

This paper investigates the responses of firms and governments to social media activities. The unexpected release and short­lived circulation of the environmental documentary Under the Dome in China in 2015 offers a natural experiment. We combine a comprehensive firm-­level pollutant emissions...

"This book provides a broad investigation into the use of social technologies in business practices through theoretical research and practical applications, exploring the opportunities and challenges brought about by the advent of various 21st century online business web tools and...