This paper begins by providing foundational descriptions of the social media environment
and viral marketing, including relevant examples from current public policy events. Then, …

Deepfakes are real videos with fake content. Leveraging artificial intelligence technologies to
superimpose voices and likenesses, deepfakes can, quite literally, put someone’s words in …

Research on service brands' participation in online activities has focused largely on Internet-enabled
transactions and functional interactions between the firm and the customer. Most …

Purpose Brand value is increasingly threatened by fake news stories; the purpose of this
paper is to explain how narrative response can be used to mitigate this threat, especially in …

Conspiracy theories, hoaxes, urban myths, and deceptive stories are certainly nothing new.
What has changed, however, is the ability to disguise these theories and stories as “news,” …

A marketing simulation represents a comprehensive and integrative business environment
in which students actively manage firms that compete against each other. This article …

Wearable computing devices promise to deliver countless benefits to users. Moreover, they
are among the most personal and unique computing devices of all, more so than laptops and …

While the use of stories in branding has been well-researched from a consumer influence
perspective, limited work has taken a strategic view of brand storytelling. Most research on …

This research explores emergency remote education, defined as a rapid, system-wide pivot
to remote education in response to emergencies that disrupt normal institutional processes. …

Crowdsourcing is the deliberate use of crowds to solve problems, create new products, and
improve consumer experiences. When used by brands, crowdsourcing engages consumers …