Follow the Connections! Finding the Big Picture of Internet Communications

Social Brand Engagement: A New Idea

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

The Megaphone Effect in Social Media: How Ordinary Consumers Become Style Leaders

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

Lost in Translation: The Social Shaping of Marketing Messaging

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

Beyond Bedlam: How Consumers and Brands Alike Are Playing the Web

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

Participatory Culture: From Co-creating Brand Meaning to Changing the World

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

For Us and by Us: The Charm and Power of Community Brands

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

Creating Sustainable Digital Experiences

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 ...