TY  - JOUR
AB  - Purpose–This article aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.Design/methodology/approach–The briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.Findings–Any organizations aiming to seek a competitive advantage and/or to reach a larger audience will be keen to exploit new possibilities that technological progress opens up to them. The origins of social media might well lie in the “simple” aim of creating a communications tool among friends, but these soon brought other opportunities. However, the extent to which the Web 2.0 era has provided a return for companies and organizations seeking to exploit it remains open to debate.Practical implications–The article provides strategic insights and practical thinking that have influenced some of the world's leading organizations.Originality/value–The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.
VL  - 28
IS  - 2
SN  - 0258-0543
DO  - 10.1108/02580541211198418
UR  - https://doi.org/10.1108/02580541211198418
PY  - 2012
Y1  - 2012/01/01
TI  - Brands restless in bid for hearts and minds: From exploration of social media to use of self‐denigration, the desire to be loved is paramount
T2  - Strategic Direction
PB  - Emerald Group Publishing Limited
SP  - 22
EP  - 25
Y2  - 2024/04/25
ER  -