Purpose In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this...

Purpose – Academics and the business community are interested in learning how social media can benefit (or harm) consumer‐brand engagement. As more branding activity goes social, marketers are not always welcome in all social media spaces. In this invited commentary, the authors aim to lay...