Table of contents
Social media's slippery slope: challenges, opportunities and future research directions
Don E. Schultz, James (Jimmy) PeltierAcademics and the business community are interested in learning how social media can benefit (or harm) consumer‐brand engagement. As more branding activity goes social, marketers…
Social network activity and contributing to an online review site
Ronald E. Goldsmith, Margherita Pagani, Xiaojing LuThe purpose of the studies was to test if extent of prior social media activity could predict likelihood that a consumer would post reviews on a new review website.
Do users look at banner ads on Facebook?
Ana Margarida BarretoThe main purpose of this study was to determine whether users of the online social network site, Facebook, actually look at the ads displayed (briefly, to test the existence of…
Self‐disclosure on the web: Rewards, safety cues, and the moderating role of regulatory focus
Jason A. Gabisch, George R. MilneRewards and safety cues are frequently used by online marketers to enhance privacy attitudes and to encourage self‐disclosure of personal information. The purpose of this paper is…
ISSN:
2040-7122Renamed from:
Direct Marketing: An International JournalOnline date, start – end:
2010Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof Cheng Lu Wang