Can marketers create brand value by fanning the flames of a social media firestorm?

Joachim Scholz and Andrew N. Smith investigate how social media firestorms can actually provide opportunities to create brand value, and argue that brands can benefit from fighting back online.

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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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Evolving Netnography

Special Section: Evolving Netnography. Guest Editors: Robert V. Kozinets, Daiane Scaraboto & Marie-Agnès Parmentier, Journal of Marketing Management, Volume 34, 2018, Issue 3-4.

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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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How online brand communities generate brand culture

Sharon Schembri discusses her research with Lorien Latimer, which uses netnography to understand how consumers collectively generate online brand culture.

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