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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Corporate conflict management on social media

Denitsa Dineva, Jan Breitsohl and Brian Garrod look at how firms manage consumer conflicts in their brand fan pages on Facebook.

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Why do firms delete brands?

Purvi Shah investigates why firms delete brands from their portfolios, finding both financial and non-financial reasons.

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Making a market for male dairy calves

Gillian Hopkinson uses actor network theory, the market studies literature and the notion of concerned markets to trace the making and shaping of two market versions for male dairy calves.

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How can social marketers motivate support?

Jane Summers and Jessica Summers discuss how to motivate people to support a cause or an issue that does not directly affect them.

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