A large business generally knows its customers through quantitative analyses and summary reports, which are staples of market research and corporate reporting. Too often, the voices of individual customers are muffled by a torrent of numbers, and the stories they would tell are garbled. Few...

The traditional branding paradigm involved heavy upfront investment and tightly managing the image via controlled communications in hopes of creating dominant brands that could be leveraged to cultivate loyalty and a long-term, steady stream of profits. However, social media can drastically...

The selling environment has undergone tremendous transformation over the past 2 decades. Perhaps the greatest change has centered on changes and advancements in technology. The latest dramatic change has been the rapidly increasing use of social media and other related technologies in the...

This research aims to investigate the different social media strategies adopted by the airline companies from two European regions. In the attempt to land more customers on their social media runway, drive more sales from social media content, increase customer satisfaction through a high...

A lot has been said and written about online communication in the past several years, and just as any new phenomenon, online communication is a disputable topic in many companies. The objective of this article is to analyse the behaviour of Czech consumers online and their preferences for the...

The rise of social media has encouraged guru dreams because of the low entry barrier and highly skewed distribution of public attention that characterize social media. The pursuit of guru status, however, may be achieved through information provision or cheap talk, and competition inherent to...

The purpose of this paper is to explore profiles of secondary school students’ use of social media and determine their views about its outcomes to learning. This research was based on phenomenological approach. The participants were determined by maximum variation sampling which is a type of...

We examine messages posted by Italian users on the social networking service Twitter to investigate idiosyncratic shocks of happiness. Contrary to questionnaires, analyzing social media allows to nowcast happiness in real-time, including mapping its fluctuation due to the occurrence of...

I quantify spillovers of attention in a network of content pages, which is challenging, because such networks form endogenously. I exploit exogenous variation in the article network of German Wikipedia to circumvent this problem. Wikipedia prominently advertises one featured article on its main...