... brands are warranted. Practical implications Social networking sites are increasing in numbers, and more and more businesses are embracing social networks and/or blogs as part of their marketing platforms. Many companies offer coupons and incentives on social media to entice customers to engage...

...Roberta J. Schultz; Charles H. Schwepker, Jr; David J. Good Purpose A great deal has been written recently in the practitioner press about the strategic importance and usage of social media. However, as practitioners only release limited information about the internal advantages such a tool...