Proceedings

An Empirical Study of the Impact of Online Community Engagement, Motivation, and Customer Experience on Consumer Brand Advocacy

Raymond Liu, University of Massachusetts Boston
Jurui Zhang, University of Massachusetts Boston
Haiping Xu, University of Massachusetts Dartmouth
Richard de Groof, University of Massachusetts Dartmouth

Content Marketing Today

PJ Forrest, Alcorn State University

Gauging the Impact of E-Coupons on B2C Retail Markets

Alan D. Smith
James Shock, Robert Morris University

How Practitioners Would Design the Ideal Social Media Marketing Course

Cathleen S. Jones Dr., Robert Morris University

Native Advertising on Facebook and Twitter: A Content Analysis of Sponsored Messages in User News Feeds

Cynthia B. Hanson, High Point University

Promoting Innovative Product Adoption via Facebook

Terry Damron, Austin Peay State University
Ashleigh Knoll, Austin Peay State University
Bailey Carruth, Austin Peay State University