Although a growing number of consumers acknowledge the importance firms’ corporate social responsibility (CSR) activities, how companies can effectively communicate these initiatives to is still challenge. rise media platforms has provided firms with opportunities for more immediate and interactive communication consumers, recent academic studies related have mostly focused on effective promoti...

the paper seeks to identify starbuck's experience in using social media, understand how social media is linked to customer knowledge management, and assess how social media services could have contributed to starbucks success. starbucks demonstrates versatility to engage customers and support different part of customer knowledge management strategy through various social media platforms, such a...