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Brand pages are a very popular tool for companies to communicate with consumers in SNSs. Although brand pages could be considered virtual brand communities, they differ in several aspects. Thus, this chapter reviews the literature on brand pages attending to the main differences with other virtual communities, the motivations to join brand pages and its consequences for consumers and brands.

The studies reviewed have allowed us to identify the main characteristics of brand pages as a communication tool, as well as the definition of an important research agenda for this topic.

We have identified the main unique aspects that characterize brand pages as a virtual brand community. The motivations to become members of brand pages are analyzed as well as the positive consequences of these pages on the marketing variables. We also identified the research needs on brand pages.

This chapter can be useful to both, marketers, by showing them how brand pages work and what motivate consumers to join it; and researchers, by showing them the main gaps on brand pages that should be addressed in future studies.

This chapter highlights the role of brand pages as a communication tool. It constitutes an attempt to review the literature and organize knowledge on brand pages. The characteristics of brand pages and virtual brand communities, the motivations to participate, the consequences for the brand and an important research agenda are developed.

This chapter has three central goals: First, it aims to introduce the concept of consumers’ online brand endorsements, which we define as consumers’ intentional, public, and positive online affiliations with brands (e.g., liking a brand page on Facebook). Second, it provides an overview of the drivers and consequences of this phenomenon. Third, it answers the question whether and when the broadly adopted marketing strategy of consumers’ online brand endorsements is feasible.

To accomplish these goals, we conducted a general review of the literature.

We identified three different drivers of consumers’ online brand endorsements: Identity-related drivers, brand-related drivers, and community-related drivers. Based on the literature we suggest that from the perspective of the endorsing consumer, online brand endorsements have the potential to be a two-sided sword.

The greater potential of this marketing technique appears to rely on the fact that consumers’ online brand endorsements are broadcasted to a gigantic network of other consumers and their potential to be contagious.

Consumers’ online brand endorsements are a new phenomenon and therefore quite understudied. Still, many brands have social media marketing strategies that aim to acquire huge amounts of endorsements by their consumers. This chapter contributes to our knowledge about the underlying mechanisms of consumers’ online brand endorsements. Moreover, it shows how and when consumers’ online brand endorsements can be a feasible marketing strategy.

Web 2.0 and the social networks have changed how organizations interact with their publics. They enable organizations to engage in symmetric dialogic communications with individuals. Various organizations are increasingly ­using different social media to enhance their visibility and relationships with their publics. They allow them to disseminate information, to participate, listen and actively engage in online conversations with different stakeholders. Some social networks have become a key instrument for corporate communication. Therefore, this chapter presents a critical review on the organizations’ dialogic communications with the publics via social networks. It puts forward a conceptual framework that comprises five key dimensions including ­“active presence,” “interactive attitude,” “interactive resources,” “responsiveness” and “conversation.” This contribution examines each dimension and explains their effect on the organizations’ dialogic communication with the publics. Hence, this contribution has resulted in important implications for corporate communication practitioners as well as for academia. Moreover, it opens future research avenues to academia.

Companies are interested in engaging consumers in spreading the word about their products or brands. Although more and more studies are analysing word of mouth marketing (WOMM), the topic is still very recent, thus very little is known about how to develop a WOMM campaign effectively. This chapter develops a literature review on WOMM in social media for better understanding on how to manage WOMM.

The studies reviewed have allowed us to identify the main decisions that should be taken when planning a WOMM campaign: the selection of the seed, the type of message and the inclusion of incentives.

We identify the two types of objectives that companies can follow with WOMM: information diffusion or consumers’ persuasion. Depending on the campaign objectives, the strategy to be used in order to be successful is different.

This chapter can be useful to both, marketers, by showing them how to develop a WOMM campaign effectively; and researchers, by showing them the main gaps on WOMM that should be addressed in future studies.

This is one of the first attempts to review the literature and organize knowledge on WOMM. Concepts that have been treated as synonymous by many researchers such as opinion leaders, market mavens, innovative consumers, and hubs are clarified and distinguished one from the other which may help in improving previous knowledge on this field.

This chapter begins with an exploratory approach to understanding how online branded video results in positive impressions among viewers. Scholars have examined the characteristics of videos that contribute to their appeal (e.g. Ashley & Tuten, 2015; Berger & Milkman, 2012; Botha & Reyneke, 2013; Dafonte-Gomez, 2014; Southgate, Westoby, & Page, 2010). Separate strands of literature have identified social practices and emotions likely to influence the perceptions of branded content. This chapter bridges the gap between those two strands by asking which social practices produce the emotions that lead to greater enjoyment of a video. Using a series of multiple regressions, we constructed a path analysis model linking key social practices and emotions that lead to positive evaluations of branded videos. The model provides strategic direction for the makers of online branded video.

Purpose – To better understand how some users enjoy using Facebook as it breaks the tension between their desire to stare and the social norm dictating one should not stare.

Methodology – An interpretivist methodology was employed to understand why staring behaviour was so attractive to some Facebook users. 11 Facebook users took part in the study and were observed using Facebook, interviewed about their time online and asked to discuss posts that they had stared at in the past.

Findings – From the study it was shown that staring was commonplace on Facebook and ranged from harmless information searching to more extreme forms of Schadenfreude Staring. Regardless of the staring behaviour, the motivation remained constant. That is, Facebook allowed the users to engage in behaviour that is often stigmatised in offline settings.

Implications – This research highlights the importance of online behaviour as a release from offline tension and constraint. The research also highlights how some users may be actively engaging in behaviour online that offline may be deemed unsuitable or deviant.

Originality – Although much literature has looked at the role of online environments in identity formation, very little has looked at the role of online engagement as a means to specifically break with offline social norms. This research also highlights the growing trend of seeking information that elicits a sensation of Schadenfreude for the viewer. Further research should look to see how other forms of behaviour would elicit similar feelings of Schadenfreude and what implications this has on consumer culture.

Instagram is a social media platform that has quickly evolved from a photo-sharing application to a successful marketing tool. It holds various business opportunities, and its rapid growth helps showcase the business offerings. Its innovative use of adverts entices clients, and its visual nature complements the social media marketing strategy. Thus, looking at the dynamic nature and growth of the platform, this chapter outlines the past research trends in the literature of Instagram marketing as the primary objective. This structured review undertakes the study of 76 articles based on defined inclusion and exclusion criteria and analyzes the literature in different contexts. This chapter includes the hybrid review (narrative and framework-based), and findings from the literature highlight a significant influence of Instagram marketing on users. During the brief description of the literature in a different context, the numerous research gaps are outlined with future research directions based on the ADO framework. Lastly, it also presents a broader overview of the managerial and theoretical implications based on the literature of Instagram marketing.

With the development of the internet and mobile technology products, revolutions are experienced in consumer behavior. Consumers of the digital age browse the other users’ experiences and thoughts before purchasing a product or service. The use of social media (SM) platforms, which are getting stronger day by day, is also preferred by companies so as to convey any message to the target audiences. SM platforms such as Instagram, Facebook, Twitter and YouTube are the most outstanding and commonly used channels through which companies reach the target audiences. Sharing, especially including visual elements, supplies the highest level of interaction with the target audience. However, the internet bloggers/vloggers (video blogger), phenomena, influencers or SM marketers have a significant impact on the consumers of the digital age with their channels on the internet and their sharing in SM accounts. Tourism companies are not indifferent to the increasing importance of SM. Thus, they prefer working with SM influencers or bloggers by conveying the info and messages to their consumers to perceive their products and services. The influencers can spread the messages of the companies to wider consumers that companies might never be able to reach. For some years, the inclusion of influencers as part of a communication and marketing strategy has become more common and necessary for the promotion of a destination, airline or hotel group. This has been generated due to important factors such as trust, which has been the best ally of influencers: in most cases people give higher levels of credibility to what is said and done by instagramers, youtubers, bloggers, twitterers, etc. In recent years, it is one of the hottest new ways to affect potential guests’ buying decisions and create high-quality content without the excessive costs of most marketing efforts.