Purpose – This study aims to evaluate elements of corporate communication in online communities (OCs) and their influence on corporate impression formation. Interactive online platforms such as OCs are growing. Companies are discovering their importance and increasingly include OCs in their...

Purpose – The UK government is committed to increasing the proportion of young people entering higher education. This means that graduates will make up a greater proportion of the labour market. To some extent, this applies to all businesses, but will particularly affect small and medium sized...

The articles in this two-part e-book disseminate findings that provide insights into how the (e-)retail sector is responding (or should respond) to the challenges of social and experiential retailing. In the second part, some of the more applied aspects of social and experiential retails are...

Ethics in marketing: sea change or Potemkin village?While marketers might define marketing ethics as something like "moral principlesgoverning right and wrong behaviour in marketing", increasingly cynical consumersmight well claim that the expression is actually an oxymoron. For example,...