Purpose – The case introduces the evolution and diversification of the Ceretto family business from the production and distribution of their own wines to the opening of two restaurants and the promotion of cultural and artistic projects. The case provides specific details about how strategic...

Purpose – The purpose of this paper is to explore what motivates college students to use LinkedIn and what inhibits them from fully adopting it. Design/methodology/approach – A qualitative approach applying a “uses and gratifications” framework was used to identify the motives of and...

Purpose – India considers tourism a high‐potential sector in terms of its contribution to employment generation and economic growth. A positive destination image has a direct bearing on the tourist arrivals and hence economic growth of that region. The purpose of this paper is to explore the...

Explains the issue facing social networking sites, which are internet based communities of people with similar interests. Introduces Facebook as a specially interesting network that is closed to anyone not belonging to an academic community; it has six million subscribers, many of them daily...

Purpose – The paper aims to examine the role of social networks of children on the diffusion of an innovation. Design/methodology/approach – The impact of social networks on the adoptive behavior of children is measured in the study and then compared to more traditional marketing strategies....

Purpose – The goal of this research is to fill the gap in lead users' research under children. An effort is made to analyze the characteristics of lead users in social networks of children. Furthermore, their role in the adoption and diffusion of innovations is examined....

Purpose – This paper seeks to understand the significance and role that music plays in adolescent socialization with a view to developing better segmentation and targeting of this fickle and demanding group of consumers. Design/methodology/approach – The study adopts a qualitative approach...

Purpose – The aim of this paper is to better understand the world of blogs and youngsters by describing and trying to understand the young blogger. It is a first step towards questioning not only the importance of blogs for youngsters, but also the fact that blogs might constitute a virtual...

Abstract – The purpose of this paper is to analyse how young people as consumers are using one particular social networking site (Bebo), and how these young consumers are engaging with discourses which position them variously as vulnerable to online risk and as members of the knowledgeable...