Searching for information on products and services combined with the growing interest in social media make them important channels of marketing communication and more and more companies see their advertising potential. In order to demonstrate the role of social media in shaping the corporate...

Despite the tremendous amount of attention that has been paid to the internet as a tool for civic engagement, we still have little idea how “active” is the average online activist or how social networks matter in facilitating electronic protest. In this paper, we use complete records on the...

Recognising and responding to behaviours and patterns of resistance is critical to the successful imple­mentation of technology-enhanced learning strategies at higher education institutions. At institutional, academic and student levels, resistance manifests itself in a variety of forms, at...

Web-enabled tools for ideation are becoming increasingly diffused in companies, but their true impact on innovation performance has been questioned. A factor that can explain some of the so far missing performance of these firm-internal systems for ideation is a lack of attention to the...

The aim of this paper is to summarize the strategies and techniques of communication and public relations applied to non-profit sector. The approach of the paper is to identify the most appropriate strategies and techniques that non-profit sector can use to accomplish its objectives, to...

This paper examines whether microenterprises can use facilities given by the internet successfully in their marketing communication or not. Tinta Publisher has been chosen as a case study, a Hungarian microenterprise specializing in publishing books on linguistics and dictionaries. The...

Social media affects human behavior and culture through personalization, localization, advocacy, social collaboration. New form of virtual social interaction has emerged: Social Consumerism. Consumer brands are flocking to social networks. Traditional consumer purchase funnel no longer reflects...

This study examines how brand values of different carbonated soft drink (CSD) products change over time and how advertising and social media exposure contribute to brand building. The model consists of two stages. In the first stage, we adopt a structural approach to estimate the brand equities...

During the recent past decades, a new technology and a new kind of media emerged: the social media. It created a huge communication area that houses the interactions and debate between creators of social images and messages. In public relations, the emergence of social media challenges the...

Virtual patients’ communities are developing on the Internet. These communities allow frequent interactions among patients, who can share health-related information within an interactive environment. However, we know very little about what determines patients’ online collective action on Web...