As more and more marketers incorporate social media as an integral part of the promotional mix, rigorous investigation of the determinants that impact consumers’ engagement in eWOM via social networks is becoming critical. Given the social and communal characteristics of social networking sites (SNSs) such as Facebook, MySpace and Friendster, this study examines how social relationship factors ...

In this article, we analyze through a political economy of communication lens the historical and political contexts in which the #YoSoy132 movement emerged, the Mexican media concentration system, and the possibilities offered by social media to young people, situating the issue of media democratization at the centre of the #YoSoy132 struggle. Drawing on two group and four individual interviews...

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The measurement and evaluation of public relations effectiveness has long been a major professional and research issue. In the first half of the 20th century, there were two research methods applied, opinion polls and basic media analysis. These were used to plan campaigns and monitor progress of media relations activities. In the second half of the century, as the practices of public relations...

The analysis of social media data promises significant new ways of knowing publics, but an understanding of the value of social media analytics for different organizations in practice is only just emerging. Drawing on research conducted with two city councils in the UK, this article examines the current and potential use of social media analytics in local government. We outline a range of purpo...

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Social media use is a global phenomenon, with almost two billion people worldwide regularly using these websites. As Internet access around the world increases, so will the number of social media users. Neuroscientists can capitalize on the ubiquity of social media use to gain novel insights about social cognitive processes and the neural systems that support them. This review outlines social m...

Limited attention is paid in the academic literature to how business markets and marketers have harnessed social media. The purpose of this study is to depict how companies in business markets have been using social media and what kinds of future strategic actions they have planned for it. The research is based on a literature review, six case studies and eight interviews with industry experts....

Recently, there has been a significant increase in the popularity of anonymous social media sites like Whisper and Secret. Unlike traditional social media sites like Facebook and Twitter, posts on anonymous social media sites are not associated with well-defined user identities or profiles. In this study, our goals are two-fold: (i) to understand the nature (sensitivity, types) of content poste...

The widespread adoption of social media platforms and other information and communication technology innovations not only pose new challenges for audience researchers but also provide exciting opportunities to re-invigorate audience research as an academic topic as well as a practical pursuit. In this paper, we outline some general methodological issues that arise when seeking to exploit these ...