The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and b

From a brand management perspective Ulrike Arnhold analyses the impact of interactive marketing programmes in Web 2.0, evaluating user generated content as a to

Fashion has been steadily moving from the brick and mortar to the digital market. As such, it is increasingly vital to research new methods that will help busin

In the digital world of the participatory web millions of common people have started publishing own brand related content. Such amateur pieces ignore official m

As media environments and communication practices evolve over time, so do theoretical concepts. This book analyzes some of the most well-known and fiercely disc