Research on growth of innovations introduced to the market has gradually shifted its focus
from aggregate-level diffusion to exploring how growth is influenced by a given social …

The dynamic, ubiquitous, and often real-time interaction enabled by social media
significantly changes the landscape for brand management. A deep understanding of this …

Direct-to-consumer firms increasingly believe that influencer marketing is an effective option
for seeding. However, the current managerially relevant question for direct-to-consumer …

The last decade has seen the emergence of the sharing economy as well as the rise of a
diverse array of research on this topic both inside and outside the marketing discipline …

Over the past 15 years, digital media platforms have revolutionized marketing, offering new
ways to reach, inform, engage, sell to, learn about, and provide service to customers. As a …

Online interactions have emerged as a dominant exchange mode for companies and
customers. Cultivating online relationships—defined as relational exchanges that are …

With the challenges presented by new media, shifting media patterns, and divided consumer
attention, the optimal integration of marketing communications takes on increasing …

Digital technologies have dramatically changed the organisation and marketing
environments. Whether this presents an opportunity or a challenge for small and medium …

Today's consumers are immersed in a vast and complex array of networks. Each network
features an interconnected mesh of people and firms, and now, with the rise of the Internet of …

In this research, the authors propose a contagion effect of social media use across business
suppliers, retailers, and consumers. After develo** and validating social media usage …