We show that executives who start tweeting benefit from better career options. We motivate this finding using the well-established theory of limited attention. Consistent with this explanation, we find that content is irrelevant. Comparative statics are also consistent with our framework. In...

New advertising media are emerging at a rapid rate and along with this we are witnessing a shift in advertising away from traditional media into newer ones such as search advertising and social media. Academic and practitioner research has examined characteristics of these new media such as...

Small and medium-sized businesses, as well as individuals, increasingly use online crowdfunding platforms to raise funds in the fintech world. Creators of crowdfunding projects depend heavily on social networks such as Facebook to publicize their projects. Social media activities such as...

This study investigated the impact of Social Media’s Marketing Efforts (SMME) on the brand equity of the consumers and their behaviors towards the brand. The relationship of these variables is explored by analyzing three different brands (Outfitters, Khaadi and Junaid Jamshed) in Pakistan. For...