Social networking services are becoming an increasingly popular medium for marketing and advertising. The growth in usage of these sites, together with an increasingly active local food system in Northern Colorado, motivated this study examines the effectiveness of social marketing for...

Purpose: Endorsement deals are a key contributing factor for companies to gain brand recognition and positive brand associations from consumers. However, endorsement relationships can be risky for firms in the event of an endorser’s bad behavior or involvement in scandals. The purpose of this...