This paper offers views on some current and future trends in marketing. The content is based
on recent literature and on what is happening in the business world. The paper is based on …

Purpose–The purpose of this paper is to review what we know–and don't know–about
Generation Y's use of social media and to assess the implications for individuals, firms and …

Social media allows people to freely interact with others and offers multiple ways for
marketers to reach and engage with consumers. Considering the numerous ways social …

In this study, we highlight the need and develop a framework for customer engagement (CE)
by reviewing the marketing literature and analyzing popular press articles. By understanding …

Social media websites have created valuable opportunities for electronic word of mouth
(eWOM) conversations. People are now able to discuss products and services of brands …

This study employed a content analysis of the creative strategies present in the social media
content shared by a sample of top brands. The results reveal which social media channels …

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 …

Customer engagement marketing—defined as a firm's deliberate effort to motivate,
empower, and measure customer contributions to marketing functions—marks a shift in …

The authors highlight the need for and develop a framework for engagement by reviewing
the relevant literature and analyzing popular-press articles. They discuss the definitions of …

Social media outlets constitute excellent vehicles for fostering relationships with customers.
One specific way to do this is to create brand fan pages on social networking sites …