Purpose This paper explores the purposive use of the selfie in the construction of personal narratives that develop and support an individual’s human brand. Selfies were divided into archetypical clusters of “genres” that reflected the combined story told through Instagram image and...

Purpose – The purpose of this paper is to examine the conundrum between the increasingly importance of investments in new information technologies (IT) on marketing practice and marketing scholars continuing to question the profitability of IT-led marketing initiatives....

Purpose Despite decades of scientific and practical experience in the field of integrated marketing communication (IMC), little is known about the role of IMC in the era of new media. The purpose of the present paper is to undertake a first step to close this gap by proposing thought-provoking...

Purpose This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms. Design/methodology/approach Qualitative methodological tools...

Purpose This paper aims to examine brand-generated communities from the community managers’ point of view and investigate how social media influences managerial perceptions, attitudes and practises around brand communities. Design/methodology/approach The literature review examines the most...

Purpose This study aims to uncover relationships between content communities post language, such as parts of speech, and user engagement. Design/methodology/approach Analyses of almost 12,000 posts from the content community Reddit are undertaken. First, posts’ titles are subjected to...

Purpose The purpose of this study is to investigate the relationship of social networking sites (SNSs) use, bridging social capital (BSC) and job satisfaction (JS) with knowledge sharing (KS) of employees. With the advent of social media and its technologies, it becomes opportune for...

Purpose – The emergence of Web 2.0 opened a new route for education to use the values derived from this development. The future of e-learning is social learning, where individuals can learn online due to the facility of social media. Social media such as online communities are places for...

Purpose Examines the issues that both employers and employees face in using social media. In particular, focuses on the legal and ethical dilemmas that both sides must address. Design/methodology/approach Prior research, statistical trends, and case laws are reviewed. Findings Employers using...

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places...