edited by Stephen Tagg, Alan Stevenson and Tiziano Vescovi
1. Introduction / Stephen Tagg, Alan Stevenson and Tiziano Vescovi -- 2. Applying organisational capability models to assess the maturity of digital-marketing governance / Dave Chaffey -- 3. Social contagion effects in experiential information exchange on bulletin board systems / Lei Huang -- 4. 'New-wave' global firms : Web 2.0 and SME internationalisation / Jim Bell and Sharon Loane -- 5. Why do people read reviews posted on consumer-opinion portals? / Jamie Burton and Marwan Khammash -- 6. Counter-brand and alter-brand communities : the impact of Web 2.0 on tribal marketing approaches / Bernard Cova and Tim White -- 7. Tribal mattering spaces : Social-networking sites, celebrity affiliations, and tribal innovations / Kathy Hamilton and Paul Hewer -- 8. 'It's mine!' : Participation and ownership within virtual co-creation environments / Tracy Harwood and Tony Garry -- 9. Interaction of regional news-media production and consumption through the social space / Finola Kerrigan and Gary Graham -- 10. Consumer-managed profiling : a contemporary interpretation of privacy in buyer-seller interactions / Alexander E. Reppel and Isabelle Szmigin -- 11. Effectiveness of online advertising channels : a price-level-dependent analysis / Andrea Spilker-Attig and Malte Brettel -- 12. Practitioner prognostications on the future of online marketing / Michael J. Valos, Michael T. Ewing and Irene H. Powell.
