This article presents an up-to-date review of academic and empirical research on
advertising in social media. Two international databases from business and communication …

Social media are becoming ubiquitous and need to be managed like all other forms of
media that organizations employ to meet their goals. However, social media are …

Research on the positive emotions that consumers develop toward brands is well-
established in the marketing literature. Studies on the negative consumer emotions toward …

Media activities generated by consumers or communities that are neither paid for nor
induced by brand owners are claimed to have a potentially game-changing impact on …

Big data and automation pose huge challenges for strategic communication. This article
contributes to the limited body of knowledge in the field by introducing the concepts …

Online viral campaigns require a seeding strategy that involves choosing the firstgeneration
consumers to spread a viral message to. Building on social-capital theory and social …

Purpose–The purpose of this paper is to clarify the aims, monitoring methods and
challenges of social media monitoring from the perspective of international companies …

With the availability of online creative tools, consumers create ad-like communications on
their own or in response to company contests. These consumer-generated ads (CGA) are …

Consumer subversion refers to consumer acts that are intended to impede the ability of
marketers to develop and implement a marketing strategy, including market segmentation …

Facebook's meteoric rise—from a small Harvard-based website that began in 2004, to a
global digital platform with a membership of 1.2 billion people a decade later—has made it …