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The purpose of this paper is to examine the concept of invisible communication and its implications in marketing communication. It defines invisible communication and proposes an analytic framework enabling an expanded view of marketing communication.

By explicitly adopting a customer‐oriented perspective, combined with insights from service marketing and relationship communication, the paper extends current models of marketing communication.

The paper identifies different types of invisible communication and presents new perspectives on marketing communication. The authors outline a framework for understanding how the company can/cannot control different forms of marketing communication and discuss the implications of this.

The paper concentrates on a conceptual analysis, offering a number of practical illustrations. The conceptual development creates new research issues that should lead to a deeper understanding of customers' meaning creation, actions and reactions.

Invisible communication constitutes a managerial challenge as it is often unrecognized by the management. The paper points to the need to develop methods to reveal the existence and effects of invisible communication as well as to create guidelines for managerial response.

The customer‐based perspective and the focus on invisible communication provide a new approach to analysing and understanding marketing communication. The paper contributes to service marketing and marketing communication research by introducing conceptualisations of invisible communication that have an interest for both academic research and practitioners.

The purpose of this paper is to explore how digital content marketing (DCM) users can be engaged with business-to-business (B2B) brands and determine how such engagement leads to value-laden trusted brand relationships.

Through an online survey, data were collected from the email marketing list of a large B2B brand, and the hypothesised research model was analysed using covariance-based structural equation modelling.

This paper identifies a bundle of helpful brand actions – providing relevant topics and ideas; approaching content with a problem solving orientation; as well as investing in efforts to interpret, analyse and explain topics through DCM – to foster relationship value perceptions and brand trust. Critically however, cognitive-emotional brand engagement is shown to be a necessary requirement for converting these actions into relationship value perceptions.

This paper furthers the understanding of the dual role of helpful brand actions in functionally oriented DCM. Additionally, this paper offers evidence of the central role of cognitive-emotional brand engagement in influencing value-laden customer–brand relationships.

This paper introduces a bundle of helpful brand actions that forms the basis for the dual roles of a brand in enhancing customer value and in fostering brand engagement and building relationships. This approach helps practitioners to steer brand-related perceptions arising from DCM interactions towards building trusted brand relationships.

This paper contributes to the marketing literature by revealing a potential approach to DCM in managing customer relationships. Instead of focusing solely on the content benefit-usage link to support engagement, this paper reveals the potential of helpfulness as a brand-initiated DCM engagement trigger in engaging customers with the brand, vis-à-vis the content.

We study the spatial diffusion of stock backdating, an instance of corporate misconduct about which public information was virtually absent until 2005. Contrary to the findings of Bizjack, Lemmon, and Whitby (2009), our results reveal that this “invisible” practice did not diffuse through board interlocks. Rather, stock backdating spread through geographic proximity: firms were more likely to backdate stock options to the extent that other firms located geographically close to them had done so. Lending support to the importance of localized interactions among members of the local business elite, the effect of geographical proximity was conditional on high levels of local board interlocks. Our findings regarding the differential impact of geographic proximity and board interlocks on the diffusion of this invisible practice are analogous to the diffusion pattern of controversial practices proposed by Davis and Greve (1997).

Knowledge transfer which refers to the communication of knowledge from a source so that it is learned and applied by a recipient has long been a challenge for knowledge management. The purpose of this study is to understand influencing factors of transactive memory system (TMS) and knowledge transfer.

Drawing on the theories of communication visibility, social distance and flow, this study develops a research model. Then, data are collected from users of the social media mobile App. Partial least squares-structural equation modeling (PLS-SEM) is employed to analyze data.

TMS is a valid second-order construct in the social media mobile app context, which is more reflected by credibility. Meanwhile, communication visibility and social distance each have positive effects on TMS which further has a positive effect on knowledge transfer. Flow has a positive effect on knowledge transfer.

Developers of the mobile App should carefully consider the role of information and communication technology (ICT) in supporting TMS and knowledge transfer. They should consider recommendation algorithm so that the benefit of communication visibility can be retained. They should design the feature to classify users based on similarity so as to stimulate users' feeling of close social distance. They should keep on improving features based on users' holistic experience.

This study incorporates the perspectives of communication visibility, social distance and flow to understand TMS and knowledge transfer, presenting a new lens for research.

The paper aims to explore the way in which the internet and e‐research are changing the nature of scholarly communities and the relationship between researchers and libraries; and to suggest how librarians can become more engaged with the e‐research process.

A survey and focus groups investigating internet use by academic staff and research students at Curtin University (Western Australia) for e‐research and scholarly communication purposes. The survey questioned respondents on their formal and informal scholarly communication practices and the extent to which these have changed due to internet access. Further questions explored the extent to which respondents' use of the library had been impacted by internet access to services.

The survey and focus groups indicate that research users are positive regarding the usefulness of the internet for research purposes and for expanding their scholarly community, but their attitudes are also marked by ambivalence. In particular they report that the internet may not replace the need for some more traditional forms of scholarly communication. Respondents report making less personal use of the library, but greater use of library services.

The paper concludes with observations about changes to scholarly communities and the opportunity offered for academic librarians to develop the concept of e‐research literacy as a means of enhancing their engagement with scholarly communities.

“Scholarly Communication” is a frequent topic of both the professional and research literature of Library and Information Science (LIS). Despite efforts by individuals (e.g. Borgman, 1989) and organizations such as the Association of College and Research Libraries (ACRL) to define the term, multiple understandings of it remain. Discussions of scholarly communication infrequently offer a definition or explanation of its parameters, making it difficult for readers to form a comprehensive understanding of scholarly communication and associated phenomena.

This project uses the evolutionary concept analysis (ECA) method developed by nursing scholar, Beth L. Rodgers, to explore “Scholarly Communication” as employed in the literature of LIS. As the purpose of ECA is not to arrive at “the” definition of a term but rather exploring its utilization within a specific context, it is an ideal approach to expand our understanding of SC as used in LIS research.

“Scholarly Communication” as employed in the LIS literature does not refer to a single phenomenon or idea, but rather is a concept with several dimensions and sub-dimensions with distinct, but overlapping, significance.

The concept analysis (CA) method calls for review of a named concept, i.e. verbatim. Therefore, the items included in the data set must include the phrase “scholarly communication”. Items using alternate terminology were excluded from analysis.

The model of scholarly communication presented in this paper provides language to operationalize the concept.

LIS lacks a nuanced understanding of “scholarly communication” as used in the LIS literature. This paper offers a model to further the field's collective understanding of the term and support operationalization for future research projects.

This paper aims to design a viable model for a scholarly communication system.

Stafford Beer's viable system model (VSM) is an exceptionally insightful analysis tool which has been applied in different fields. This paper illustrates the usefulness of Beer's model as a tool for anticipating, planning, and implementing large‐scale development in the scientific communication domain. Following the Beer thinking of organisational structure and the usefulness of VSM in knowledge management stated by some researchers, a viable scientific communication model (VSCM) was designed.

The paper has developed a viable scientific communication model which relates personal knowledge about a scientific communication system with Beer's viability thinking.

The designed model is fairly conceptual.

Compared with the earlier models, it seems that the suggested model is not dependent on context, time, and scale. This model may be used in many contexts because the functions and the operations of scholarly communication are unique. This model is viable and can update itself over a period of years. New elements of scholarly communication and the Web 2.0 platforms have also been incorporated into the model.

This paper aims to investigate how online communities of practice facilitate the embedding of personal professional knowledge in a complex online environment.

This research consisted of exploratory, interpretivist case research, using qualitative methods. Forty‐one individuals from five online communities in a national professional development programme were interviewed. Additional data were drawn from diverse online records. Data were coded via text analysis. A wiki was used for participant feedback.

Embedding of new knowledge was facilitated by individuals' crossings between different engagement spaces – communication and sense‐making contexts. Community members repeatedly crossed between online and offline, visible and invisible, formal and informal, and reflective and active engagement spaces as they sought to meet diverse needs. As they did this, they had to continually recontextualise knowledge, adapting, varying and personalising it to fit the function, genre and conventions of each engagement space. This promoted the embedding of professional knowledge. The complex online environment in which they operated can be seen as providing a situation of enhanced polycontextuality, within which multiple boundary crossings facilitated strong personalisation. At the community level, knowledge convergence was fostered by the recurrence of dominant, powerful mnemonic themes.

An opportunity exists to investigate the applicability of these findings in other online professional contexts.

The paper extends the concept of boundary crossing to crossings in a polycontextual online environment. It updates literature on communities of practice by outlining the dynamics of a complex online community system. It provides an explanation for how personal knowledge evolves to fit emerging trends and considers how information systems can support deep knowledge transfer.