... marketing requires a cultural change from “selling” to “helping”, which in turn requires different marketing objectives, tactics, metrics and skills to those associated with more traditional marketing approaches. The article concludes with a theoretical discussion on the role of digital content in marketing...

...Mª Ángeles Oviedo-García; Miriam Muñoz-Expósito; Mario Castellanos-Verdugo; María Sancho-Mejías Purpose – The purpose of this paper is to propose a comprehensive metric for customer engagement in Facebook, the top social networking site. Design/methodology/approach – The approach...