The advertising efforts in social networks grow every year. Since their appearance in the late 1990s Social Network Web Sites were considered as a uniform group. The only differentiation factors were the number of users and the amount of traffic passed through the site. This paper classifies the...

In recent years, with the movement of vacation planning to the online setting, a segment that has emerged is the vacation rental-by-owner lodging market. Vacation property owners are now often renting their property on their own through the virtual marketplace. Accordingly, this study proposes...

Social Media platforms’ integration is a technology of creating a unique user experience by providing a common web-platform, wherefrom the user can access different social media vehicles. This paper checks the patterns and modes of usage of different social media platforms. This demographic...

The paper aims to outline the managerial challenges faced by the companies interested in leveraging knowledge and creative talent embedded in online customers’ communities to sustain innovation in b-2-c industries. Through a detailed case-study analysis of a leading food producer (Barilla...

The value literature has emerged from the fundamental notion of a trade-off between costs and benefits. This evolution supports the current understanding that value resides in experience from consumption. However, less is known about how customer experiences derived from their consumption can be...

Social media has become an influential and dynamic virtual space where the platform is used for social networking and a great opportunity to digitally promote a business and establish relations with customers. This study aims to understand how social media marketing activities influence brand...

The Present paper proposes an explorative research study on an emerging horizon of management of Social Media Marketing. As this new trend and tool of marketing is developing itself at a rapid pace today and looks into future with a good prospect so it is very much pertinent to present a study...

The research problem engaged in this article is to determine whether contemporary consumers are able to assess brand equity in the overabundance of brands and products with similar features and qualities. The author argues that in the existing circumstances when differences between brands become...

Online media platforms such as Spotify, YouTube Music, and NetEase Cloud Music rely on long-term user engagement for revenue generation. The primary operational level under their control is content recommendation (i.e., what content to recommend to various users), where the right recommendation...