The swarm analogy and the wireless revolution -- Digital swarm drivers -- Possible future scenarios : convergence, collision, confluence -- The swarm effect : implications for you and your company -- Organizing for success : strategies and options -- Monitoring and adapting to early signals --...

Marketing has been revolutionized due to the rise of digital media and new forms of electronic communication. In response, academic researchers have attempted to explain consumer- and firm-related phenomena related to digital, social media, and mobile marketing (DSMM). This paper presents a...