Purpose – The purpose of the study is to investigate the use of social media as a new investigative tool in marketing research. Design/methodology/approach – The paper's approach is an analysis of the existing social marketing literature and industry practice in marketing analysis. Findings...

Purpose Industry and academic marketing researchers have attempted to predict consumer behavior from the volume and sentiment of social media activity. Yet, real-world examples demonstrate that individual and cultural factors may need to be built into current measures. This study aims to examine...

Purpose Twitter provides an ideal channel for a non-profit organisation (NPO) to add value to its corporate partners by providing the ability to send tweets to its own network of followers. This research aims to examine the extent to which one NPO used Twitter for this purpose and discuss the...

Purpose Corporations are under increasing pressure to communicate their position and policies with regards to corporate social responsibility (CSR), informing consumers about the corporations’ good intentions and actions to appear trustworthy. Corporations have been asked to engage in dialogue...

Purpose With the soaring volumes of brand-related social media conversations, digital marketers have extensive opportunities to track and analyse consumers’ feelings and opinions about brands, products or services embedded within consumer-generated content (CGC). These “Big Data”...