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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Ontological security as an unconscious motive of social media users

Charles Areni suggests that the quest for ontological security is a conceptual lens through which consumers’ engagement with nostalgia-evoking content on social media can be understood by marketers and other social researchers.

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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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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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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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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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Essentials of social media engagement

Laurence Dessart summarises her research into the characteristics of social media engagement with an infographic covering the essential points every manager should keep in mind.

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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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Engage Me: Segmentation Driven Consumer Engagement on Social Media

Monica Hodis, Rajendran Sriramachandramurthy and Hemant Sashittal discuss their simple yet powerful four segment marketing strategy framework that enables brands to effectively engage the Facebook community.

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Editors’ Choice Articles: Fashion & Luxury, Social Marketing, Social Media

Articles picked by the Editors of JMM to highlight examples of original and thought-provoking research in the areas of Fashion and Luxury, Social Marketing and Social Media.

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Studying sentiment on Twitter is… complicated

Ana Canhoto discusses the sentiment analysis of social media conversations and her research with Yuvraj Padmanabhan on manual and automated analysis of Twitter data.

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