...Mauricio Losada-Otalora; Nathalie Peña-García; Jorge Juliao-Rossi Purpose This study aims to identify the groups of value cocreators in the context of social media in the retail banking industry and resources that predict customer membership among different groups of value cocreators. Design...

... anthropomorphism phenomenon and negative consumer–brand relationships in the context of social media-based anti-brand communities. Using a quantitative analysis of the data gathered from an online survey, this study analyzes brand anthropomorphism in the three main online anti-brand communities toward Apple...

... (e.g. social media and word-of-mouth communications) and marketing (e.g. hospital advertisement and price perception) aspects toward establishing brand image among medical tourism-based hospitals. Consequently, the brand image would influence perceived service quality among medical tourists; further...

...; and that involvement is significant for the intention to continue engaging with firms through this social media environment. Research limitations/implications The findings support the framing of the study, in the sense of community theory and enhance researchers’ understanding of the role of a sense of belonging...

...Yasir Rashid; Ansar Waseem; Ahmad Ahsan Akbar; Fatima Azam Purpose The purpose of this paper is to deliver a summary of the influential work regarding value co-creation in the context of social media. Although, research on the role of social media in co-creation and new product development...

... countries) across several technologies and platforms (i.e. websites, internet of things, mobile applications and social media networks). Originality/value This study further extends the literature on EMO and provides answers to the questions related to the variation in SMEs’ e-marketing adoption...

... media implementation. Previous research has demonstrated differences between B2B and business-to-consumer (B2C) marketing. Design/methodology/approach – The paper draws on existing B2B marketing, social media and organisational orientation literature, both academic and practitioner...

...Sarah Tsitsi Chikandiwa; Eleftherios Contogiannis; Edgar Jembere Purpose The purpose of this paper is to examine social media adoption models and social media implementation models being used by South African banks when adopting social media marketing. Challenges and opportunities faced...