Management Research Review: Volume 35 Issue 9

Using the law to protect the brand on social media sites: A three “M”s framework for marketing managers

Ross D. Petty

The purpose of this paper is to examine the legal concepts and theories that are useful in protecting a brand from harmful and unauthorized social media use by third parties.

Are social media replacing traditional media in terms of brand equity creation?

Manfred Bruhn, Verena Schoenmueller, Daniela B. Schäfer

The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of…

The effect of web communities on consumers' initial trust in B2C e‐commerce websites

Malaika Brengman, Farhod P. Karimov

The purpose of this paper is to test the effectiveness of the mere integration of social network applications to provide a signal concerning the “trustworthiness” of an unfamiliar…

Do microblog postings influence consumer perceptions of retailers' e‐servicescapes?

Gina A. Tran, David Strutton, David G. Taylor

Consumers are increasingly connected to each other through electronic devices. Consequently, the potential for online retailer (hereafter, e‐tailer) initiated communications…

Trust intentions in readers of blogs

James D. Doyle, Louise A. Heslop, Alex Ramirez, David Cray

The blogosphere is an active arena for the communication of topic‐area claims by marketer and non‐marketer sources. Determinants of influence in the blogosphere have not been well…

Customer engagement in a Facebook brand community

Johanna Gummerus, Veronica Liljander, Emil Weman, Minna Pihlström

Customer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study the effect…

“Like it or not”: Consumer responses to word‐of‐mouth communication in on‐line social networks

Keith S. Coulter, Anne Roggeveen

The purpose of this paper is to investigate how source, network, relationship, and message/content factors affect how consumers respond to a word‐of‐mouth (WOM) communication in…

Special issue on “Marketing and social media”

Keith S. Coulter