Purpose – The paper aims to discuss recent attempts at creating metrics on this issue and examine some historical precedents. What kinds of social activism in the social media generate real commitment or behavior change and which simply pile up likes and shares? This essay discusses recent...

Purpose The purpose of this paper is to examine the extraordinary reputational challenge for brands in social media in an era of heightened political and cultural polarization. In a time when the tension between liberal and conservative consumers has grown significantly, brands are being...

Purpose – This paper aims to re-examine Marshall McLuhan ' s most famous aphorism – “the medium is the message” – within the context of recent sociological findings and concludes that business strategists should take heed of McLuhan’s warnings, both in their personal and professional...

Purpose The purpose of this paper is to explore and illustrate how organizations may use online communities strategically to adapt to a changing business environment, specifically from a dynamic capabilities perspective. Design/methodology/approach The paper presents empirical evidence from...

Purpose The purpose of this study is to explore the potential of social media as a framework for people-centered heritage. With a focus on the interpretation and display of heritage by online communities, this paper aims at providing insights into the social production of heritage – the social...

Purpose The purpose of this study was to uncover the impact of social media in supporting environmental conservation (EC) in protected areas. Design/methodology/approach The study has employed both quantitative and qualitative approaches of a cross-sectional type with simple random and purposive...

Purpose – Millennials, the Net Generation, and digital natives all represent the same, fervently discussed phenomenon, especially in the education sciences. As the terms suggest, the main idea behind this phenomenon is that the younger generation embraces new media far more comprehensively...