Purpose: The purpose of this paper is to empirically explore under which conditions Tweets of infomediaries (i.e. ordinary users having few or no followers on Twitter) might nevertheless promote a negative sentiment toward a corporation to the point of having a negative impact on the...

Purpose – The purpose of this paper is to explicate the natures, histories, similarities and differences of, and between, corporate communication and corporate marketing. Design//methodology/approach – The modus operandi of the article is to map these two territories and, by this means,...

Purpose – The purpose of this paper is to propose a method by which to audit winemakers' communication of regional wine brands and to illustrate the method's conceptual basis through its empirical application to the Swiss wine Merlot Ticino. Design/methodology/approach – The audit is...