Follow the Connections! Finding the Big Picture of Internet Communications

If “consumer brand engagement” is what happens in isolation, in a consumer’s own individual mind and thoughts, then “social brand ...

Amassing an audience by blogging is a very recent form of online consumer behavior. Consumers not only seek community as earlier studies ...

Word of mouth marketing (WOMM) does not travel as unidirectionally and straight as previously assumed. Rather, consumers are active ...

Effective social brand engagement can result from marketers “getting in the game” by playing with consumers. Play can take many ...

Young people’s personal use of social media like blogs, networks and online platforms is actually a double-edged sword. Creativity and ...

Online collaboration presents a real alternative to the company-centered innovation paradigm, and some users do more than just innovate ...

Is the social media hype about being cool or about making money? For Adam Froman, the answer is easy: Marketers need to be very clear ...