...Michael Benedic Purpose This paper aims to explore how social media can be used strategically for delivering new services in a small- and medium-sized enterprise (SME) context. Design/methodology/approach Single case study: CONSULT+ (pseudonym), a consulting firm specialized in change...

... customer-centric strategies for growth and profitability. Ian R. Hodgkinson can be contacted at: i.r.hodgkinson@lboro.ac.uk © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Customer experience Digital technologies Decision-making Social media...

... findings indicate that the first stage in the development of brand hate is a conscious awareness of a controversy. The “Eating with Chopsticks” videos were online for less than 24 h, but the rapid spread of the videos on Chinese social media created the conditions for the escalation of extreme negative...

... illustration of what inbound marketing is and where it can be used in both business strategy and academic research. Kevin Lehnert can be contacted at: lehnertk@gvsu.edu © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media Business strategy...

... through social media because of these partnerships. Influencers can allow brands to reach expanded, niche audiences that media may not get to. Additionally, NYU Langone’s core social media platforms, including Twitter, Facebook and Instagram, were used to amplify the content through re-sharing...

...Youngji Seo; Marilyn J. Primovic; Yan Jin Purpose The continuation of rapid changes in Web 2.0 has transformed the practice of business communication and stakeholders’ expectations. This paper aims to paramount one issue facing corporate communicators is stakeholders’ social media fatigue...

..., instrumental and relational legitimacy. Leadership communication on external digital platforms (social media) was not a significant contributor to moral or relational legitimacy but was a significant contributor to instrumental legitimacy. Higher organization legitimacy was correlated with higher profit growth...

...Pierre-Jean Barlatier; Anne-Laure Mention Purpose This paper aims to present a framework to guide managerial action for social media (SM) strategies for innovation by exploring its constituent elements – the “what” (SM types), the “who” (stakeholders to be reached), the “for” (innovation types...

...Lisa Tam; Jeong-Nam Kim Purpose In the midst of practitioners’ increasing use of social media analytics (SMA) in guiding public relations (PR) strategy, this paper aims to present the capabilities and limitations of these tools and offers suggestions on how to best use them to gain research-based...

...Pierre-Jean Barlatier; Emmanuel Josserand Purpose This paper aims to explore how social media can be used strategically for delivering the promises of open innovation and examines the types of structure that can foster the integration of these new tools with more classic top-down innovation...

...Peter Buell Hirsch Purpose This paper aims to highlight the unique challenges posed to corporations by the explosion of political speech in the workplace and proposes best practices for handling them. The polarization of opinion taking place across many countries and the use of social media...

... capabilities Online communities Social media Multiple-case study Strategic management Citizen community Customer community Digital strategy Innovation community The central tenet of dynamic capabilities is to explain how organizations may dynamically adapt and align their routines and resources...

...Peter Buell Hirsch Purpose The purpose of this paper is to examine the extraordinary reputational challenge for brands in social media in an era of heightened political and cultural polarization. In a time when the tension between liberal and conservative consumers has grown significantly, brands...

... through social media applications. The purpose of this study is to explore the use of social media in open innovation, and explain how this practice is carried out in small and medium-sized enterprises (SMEs). With less resources than large firms, SMEs both have a greater need for open innovation...

...Peter Buell Hirsch Purpose This paper aims to identify the characteristics of enduring audience engagement through social media. Design/methodology/approach The approach is to examine recent examples of successful social media practices to identify common characteristics. Findings The most...

...Clara Koetz; John Daniel Tankersley Purpose The purpose of this paper is to analyze the characteristics of a subculture of consumption organized toward a nostalgic brand on a social media platform. More specifically, the authors examine the role of these nostalgic feelings in the development...

...Peter Buell Hirsch Purpose – The purpose of this paper is to determine whether there are some specific practices that communications professionals should follow in creating influence in a world in which people increasingly get their news via Facebook and other social media. Design/methodology...

...Peter Buell Hirsch Purpose – The purpose of this paper is to examine how the sudden emergence of official government voices using social media as their first platform for communication creates new opportunities to understand how those voices are influenced and by whom. Design/methodology...

... with. In their analysis of a major social media study, Pew researchers observed, “Those who use Facebook were more willing to share their views if they thought their followers agreed with them” (Hampton et al., 2014). Psychologists had discovered this “spiral of silence” way back in 1974, long before...

...Peter Buell Hirsch Purpose – The paper aims to discuss recent attempts at creating metrics on this issue and examine some historical precedents. What kinds of social activism in the social media generate real commitment or behavior change and which simply pile up likes and shares? This essay...