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By the end of this chapter, you should be able to demonstrate an understanding of:

Understand the complex and nuanced nature of relationship marketing.

Define the relationship dimensions in human relationships and the variables relationship marketing which develop the customer–company relationship.

Develop a conceptual understanding of how these dimensions and variables build customer–company relationships.

Understand how the key characteristics of social media can be leveraged to build customer–company relationships.

Over the past decade, the rapid evolution of social media has impacted the field of human resource management in numerous ways. In response, scholars and practitioners have sought to begin an investigation of the myriad of ways that social media impacts organizations. To date, research evidence on a range of HR-related topics are just beginning to emerge, but are scattered across a range of diverse literatures. The principal aim of this chapter is to review the current literature on the study of social media in HRM and to integrate these disparate emerging literatures. During our review, we discuss the existent research, describe the theoretical foundations of such work, and summarize key research findings and themes into a coherent social media framework relevant to HRM. Finally, we offer recommendations for future work that can enhance knowledge of social media’s impact in organizations.

Media considerations are pedagogical rather than technological in nature. In online courses, we use technology to enable learner interaction. In this chapter, we focus on a process through which we identify media that will help bring our course to life. Technology tools come and go, quickly. While some specific tools are suggested, it is the process by which to identify and select media that is enduring. We begin with a discussion of media-enabled course activities that are used to guide the selection process. The 10 activities are organized by type of interaction they represent and the media characteristics they require. Media have affordances or functions that can be matched with identified course activities to meet learner interaction needs. These needs help to narrow the scope of our selection decisions. After exploring a variety of functions and tools, we exemplify the media selection process. We extend the work started in previous chapters by identifying media needs in light of design and interaction decisions under the playground and symphony metaphors. In so doing, we demonstrate how the phases of the redesign process inform our technology choices.

This research aims to explore the impact of augmented reality (AR), the digital technology that superimposes virtual elements in a real environment, on consumers in the context of experiential marketing. Specifically, this study proposes a research model based on the stimulus-organism-response model, which considers AR media characteristics as external stimuli, consumers’ value perceptions as the organisms, and purchase intentions as the responses. The research model was tested with 248 consumers using structural equation modelling. The results show that informativeness, ease of use, and telepresence have positive effects on consumers’ utilitarian value perception and that telepresence and interactivity have positive effects on hedonic value perception. Overall, this study contributes to the growing body of knowledge on AR and provides actionable insights for managers implementing digital transformation strategies and AR applications in marketing practices.

Research on teams in organizations inadequately reflects the importance of individual-level identity processes. This study seeks to redress this situation by answering three questions: what is the content of the individuals’ identities in the workplace; why do individuals communicate their identities in the workplace; and how do individuals communicate identities in the workplace. The results of an interview-based study of 36 IT professionals suggest that the subjective identities that are important to individuals in the workplace are rarely those that are derived from objective demographic characteristics. We have also developed two taxonomies of identity communication processes revolving around the reasons for identity communication and the methods of identity communication.

This chapter analyses the different ways in which metal album covers draw upon medieval media. The analysis is situated within the broad theoretical frame of intermediality, and more specifically view the process where medieval media cross the borders and find their way into metal album covers as media transformation. Four different types of media transformation are analysed, and it is argued that the medievalism of album covers can be defined in terms of media transformation. Likewise, neomedievalism is defined in terms of second-order media transformation. The album cover is described as a media patchwork, and the chapter gives examples of the patches in terms of relationship and properties.

This chapter aims to provide an overview and conceptualization of multiscreening in the field of advertising effectiveness.

By means of the multi-dimensions of media multitasking, it is possible to differentiate different forms of media multitasking. This framework is used to describe and explain the phenomenon of multiscreening. The framework consists of four categories each with its own dimensions: (1) task relations (e.g., task hierarchy, task switch, shared modality), (2) task inputs (e.g., information flow), (3) task outputs (e.g., behavioral responses), and (4) user differences. The description of multiscreening per dimensions is completed with a review of recent literature in the field of multiscreening, media multitasking and persuasion.

Literature in the field of media multitasking often assumes detrimental effects. Practical implications for advertisers are discussed by presenting an overview of the existing literature on multiscreening and advertising effectiveness. At the end of the chapter, a summary of the different dimensions is presented and an answer is formulated to the question: Is multiscreening a challenge or opportunity for advertisers?

In addition to practical implications, this chapter also offers an overview of the current research in the field of multiscreening and advertising effects. By presenting recent literature in this field, it becomes clear where knowledge is lacking. Directions for future research are discussed.

This chapter is the first to present a structured overview of the phenomenon of multiscreening. It will provide practitioners and researchers with the current status in the field of multiscreening and advertising effectiveness. In addition, the chapter can also be seen as a guide for future directions in the field of multiscreening.

Course redesign is a creative process that involves the four sets of considerations set out by the DIME model. In this chapter, we highlight key considerations related to design, interaction, media, and evaluation and describe the interconnections of the decisions within the model that make the process iterative. In addition, we suggest supplementary matters for your consideration. Specifically, we explore matters related to career and course management. Career considerations are strategic level concerns related to course redesign that have potentially long-term implications. Course management considerations are tactical level suggestions aimed at making your course implementation a success. Issues and suggestions are grounded in experience.