The motivation for this paper arises from the importance of stakeholder communications for firms and the rapid emergence of social media networks as a means of such communications. Our purpose is to understand the early adoption and use of social media networks for such communications by firms...

The Internet determines a revolution in today's world of computers and communications. Discoveries like telephone, radio and computers constituted a solid foundation for Internet, which is the most used multimedia channel in present time. The Internet is a mechanism of information's...

The case looks at the social media marketing experience of Akash Gautam Training Solutions (AGTS). It covers many dimensions of using social media as an alternative and cost effective channel of communication. The case highlights the important considerations and tactics which can be used to...

The phenomenon of sponsored search advertising – where advertisers pay a fee to Internet search engines to be displayed alongside organic (non-sponsored) web search results – is gaining ground as the largest source of revenues for search engines. Using a unique 6 month panel dataset of...

Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly relevant offers. The success of such campaigns depends on an ever better understanding of environmental, consumer, and technological context variables; a strong focus on advertising...

Consumers have shifted their consumption of online content dramatically from websites that they browse from a personal computer to apps that they use on mobile devices. Marketers have moved with the eyeballs, particularly since people use their smartphones much of the day and carry them wherever...

Social media usage in the world and especially in Pakistan has a high growth due to which it (social media) has a potential of becoming an effective marketing tool. Despite its comparatively low cost and significance, marketers are not effectively utilizing social media. Thus the aim of this...

We find display advertising influences customer search for both the advertised brand and its competitors. We exploit a natural experiment that randomizes ad delivery on 500 million visits to the Yahoo! homepage and compare visitors' subsequent activities on Yahoo! Search. In three advertisers'...

In this paper, I develop afresh a comprehensive approach to market segmentation of Facebook users. The approach considers the implications of Facebook’s multi-sided platform (MSP) based business model. Using cluster analysis of survey data, I develop a basic 3 segments solution for the online...

Models of distance education have evolved over decades, just in time to collide with modern pedagogies in which communication, interaction, student engagement, and active learning are of critical importance. The social media technologies encompass a wide variety of Web-based technologies such as...