...Emma Lunden; Klara Elizabeth Ruud; Kalanit Efrat Purpose Recent studies of LinkedIn – a professional social platform associated with various business activities – have explored its potential contribution to firms’ marketing strategies. Yet attention has mostly focused on drivers and external...

... company for an empirical case study. This empirical study is based on a participatory action research methodology. By using the company account on LinkedIn, the authors experimented with relational content to understand the effects on customer-perceived value and trust. Results reveal that action...