Why Marketers Should 💓 Emojis but 🐝 Aware of Potential Pitfalls

Jing Ge and Ulrike Gretzel establish that emojis are a new form of visual communication that can help marketers and influencers grab social media users’ attention and elicit engagement.

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Doing auto-netnography on online communities

Dino Villegas proposes a 6-step Journey Guide for Auto-Netnography that can be used in online communities in social media by practitioners, organisations and scholars.

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Are global brands selling whiteness?

Judy Foster Davis, in a critical analysis of 75 academic studies and books covering periods from the 1800s to the present, questions whether marketers perpetuate racism by selling “whiteness.”

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Organizational ambidexterity: What is it and why should we care?

Mathew Hughes discusses organizational ambidexterity, presenting a comprehensive compilation of analysis about this crucial issue, and his 17 burning research questions that need urgent answers

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Online trolls: Understanding and managing there mischief

Maja Golf-Papez and Ekant Veer propose a definition of trolling that delineates trolling from other similar behaviour, and discuss how marketers should respond to it.

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Increasing Your Organisational Reach on Twitter

Soboleva et al. examine the Twitter practices of leading brands, investigating tweet features that make tweets more likely (or sometimes, less likely) to be retweeted.

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I’m sad, therefore I shop. Is that bad?

Koles, Wells and Tadajewski review the development of research into compensatory consumption and introduce a conceptual distinction between compensation and compromise.

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Engaging the Audience through Videography as Performance

Seregina proposes that one way to activate audiences, interact directly with them & engage them in meaning-making is to approach videography as performance.

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Deterring deviant consumer behaviour

Paula Dootson, Ian Lings, Amanda Beatson and Kim Johnston discuss alternate tactics to deter deviant consumer behaviour, including social proofing, moral triggers and humanising the victim

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Marketing higher education: utilising student-generated social media data

Elvira Bolat discusses her research with Helen O’Sullivan, proposing that HEIs should adopt market-driven business practices and look to leverage student-generated social media content.

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Crowdsourcing – no substitute for old school market research

Richard Gruner discusses his research with Damien Power into whether crowdsourcing can replace more traditional methods of market research.

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It’s just like milk, but different!

Christian Fuentes & Maria Fuentes discuss how marketing is used to construct a mass market for an alternative vegan milk substitute.

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