Purpose In “Social media’s slippery slope: challenges, opportunities and future research
directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to …

Purpose – Academics and the business community are interested in learning how social
media can benefit (or harm) consumer‐brand engagement. As more branding activity goes …

Purpose In this invited paper, the authors aim to offer an integrated marketing communications
(IMC) framework for understanding how disparate customer touchpoints impact consumer …

A structural model of the drivers of online education is proposed and tested. The findings
help to identify the interrelated nature of the lectures delivered via technology outside of the …

The importance of reflection to marketing educators is increasingly recognized. However,
there is a lack of empirical research that considers reflection within the context of both the …

Purpose The purpose of this study is to investigate the relationships that influence the value
co-creation process and lead to consumer comfort with artificial intelligence (AI) and mobile …

The interactivity of the new electronic media requires that a database-driven segmentation
approach to communication strategy be employed to take advantage of its uniqueness. To …

Online education has created a “virtual community” learning environment. Effective assessment
of this new learning environment is paramount to providing quality education and may …

Background Donation after cardiac death is a method by which severely neurologically
injured patients not fulfilling brain-death criteria can donate organs. Objective To develop an …

Purpose The purpose of this study is to summarize the findings of consumer factor research
and to suggest future lines of inquiry connected to branding outcomes. Consumers are …