... entrepreneurs use social media marketing. Second, they evaluate how social media resources influences entrepreneurial opportunity evaluation. They employed a mixed-methods approach, combining an open-ended survey and a conjoint experiment, with a sample of 355 entrepreneurs. Some of their key findings...

... and places the articles in context. Findings The paper examines how value co-creation provides the mechanism through which social media marketing impacts brand equity and customer engagement in healthcare services. Originality/value The briefing saves busy executives, strategists, and researchers...

... by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only SMEs Entrepreneurship Social media marketing Social media agility Small...

... and places the articles in context. Findings New ventures striving to become established could seek to explore the potential offered by social media. Developing social media marketing capabilities (SMC) can facilitate closer engagement with customers and better understanding of their needs and concerns...

... Limited 2019 Emerald Publishing Limited Licensed re-use rights only United Arab Emirates Facebook Social media marketing WhatsApp When organizations conduct research around product testing or new marketing strategies, they will often turn to academic studies to help them verify any...

... Limited Licensed re-use rights only Message strategy Consumer engagement Social media marketing Social media has reshaped almost every consumer-facing market on the planet. The power of customer voices now, and the interconnectedness of most people’s lives means that organizations need...

.... Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format. © Emerald Group Publishing Limited 2012 Social media marketing Advertising...