Relevant bibliographies by topics / Social media from a business-to-consumer (B2C)

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Social media from a business-to-consumer (B2C)'

Author: Grafiati
Published: 19 February 2023

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Journal articles on the topic "Social media from a business-to-consumer (B2C)"

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Kwok (Lingzhi Guo), Linchi, Feifei Zhang, Yung-Kuei Huang, Bei Yu, Prabhukrishna Maharabhushanam, and Kasturi Rangan. "Documenting business-to-consumer (B2C) communications on Facebook." Worldwide Hospitality and Tourism Themes 7, no. 3 (2015): 283–94. http://dx.doi.org/10.1108/whatt-03-2015-0018.

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Purpose – The purpose of this study is to document how restaurant’s business-to-consumer communication strategies evolved on Facebook over time and how consumers’ reactions to a variety of Facebook messages changed over time. Design/methodology/approach – This study analyzed 2,463 Facebook messages posted by seven quick-service restaurant chains and three casual-dining restaurant chains in the fourth quarter of 2010, 2012 and 2014. ANOVA and post hoc t-test were used to compare the differences among four media types (photo, status update, video and hyperlink) in terms of their usage by compani
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Silva, Susana Costa e., Paulo Alexandre Oliveira Duarte, and Sara Resende Almeida. "How companies evaluate the ROI of social media marketing programmes: insights from B2B and B2C." Journal of Business & Industrial Marketing 35, no. 12 (2020): 2097–110. http://dx.doi.org/10.1108/jbim-06-2019-0291.

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Purpose The purpose of this study is to understand and compare how business-to-business (B2B) and business-to-consumer (B2C) companies evaluate the return on investment (ROI) on their social media marketing (SMM) programmes and how the investment is handled in these type of marketing programmes. Design/methodology/approach A mixed-methods approach involving multiple cases and a survey was used. Data were collected from personal interviews with eight professionals responsible for SMM management, from four B2B and four B2C companies, complemented with responses to a web-based survey by the other
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Nath, Atanu, Parmita Saha, and Esmail Salehi-Sangari. "Blurring the borders between B2B and B2C: a model of antecedents behind usage of social media for travel planning." Journal of Business & Industrial Marketing 34, no. 7 (2019): 1468–81. http://dx.doi.org/10.1108/jbim-11-2018-0329.

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Purpose The purpose of this paper is to call for a scrutiny of the dualist approach to business-to-business (B2B) and business-to-customer (B2C) marketing in industries driven by consumer-generated content. It posits that individual consumer-centric factors are influential for B2B marketing as well in sectors such as the travel industry and investigates the determinants of tourists’ intention to use social media websites for travel planning. Design/methodology/approach Integrating constructs from IS and marketing literature, the paper proposes information quality and perceived enjoyment as ant
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Zhang, Jing, and Mingfei Du. "Utilization and effectiveness of social media message strategy: how B2B brands differ from B2C brands." Journal of Business & Industrial Marketing 35, no. 4 (2020): 721–40. http://dx.doi.org/10.1108/jbim-06-2018-0190.

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Purpose This study aims to investigate how business-to-business (B2B) companies use message strategies on social media platform and how these strategies are effective in improving customer perceived value and encouraging customer engagement, as well as how B2B companies differ from business-to-customer (B2C) counterparts in terms of utilization and effectiveness of social media message strategy. Design/methodology/approach Based on content analysis of Sina Weibo brand pages and survey of website visitors, this paper examines the differences of social media message strategies and their impacts
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Helander, Nina, Jari Jussila, and Hannu Kärkkäinen. "Value Creation in Business-to-Business Crowdsourcing." International Journal of Knowledge Society Research 4, no. 4 (2013): 52–63. http://dx.doi.org/10.4018/ijksr.2013100106.

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In knowledge society the utilization of social media as a communication channel between people, groups and even companies is increasing. Current innovation and social media research has already shown the potential of crowdsourcing in the business-to-consumer (B2C) markets. The authors argue in this paper, however, that crowdsourcing has a great and yet partly undiscovered potential also in the context of business-to-business (B2B) markets. In order to get the full potential, a more detailed understanding of the logic of value creation in crowdsourcing activities between multiple stakeholders i
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Helander, Nina, Hannu Kärkkäinen, and Jari Jussila. "Value Creation in Business-To-Business Crowd Sourcing." International Journal of Knowledge Society Research 5, no. 1 (2014): 28–39. http://dx.doi.org/10.4018/ijksr.2014010103.

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In knowledge society the utilization of social media as a communication channel between people, groups and even companies is increasing. Current innovation and social media research has already shown the potential of crowdsourcing in the business-to-consumer (B2C) markets. The authors argue in this paper, however, that crowdsourcing has a great and yet partly undiscovered potential also in the context of business-to-business (B2B) markets. In order to get the full potential, a more detailed understanding of the logic of value creation in crowdsourcing activities between multiple stakeholders i
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Zhang, Chu-Bing, and Yi-Na Li. "How social media usage influences B2B customer loyalty: roles of trust and purchase risk." Journal of Business & Industrial Marketing 34, no. 7 (2019): 1420–33. http://dx.doi.org/10.1108/jbim-07-2018-0211.

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Purpose In the digital era, business-to-business (B2B) salespersons are encouraged to communicate with buyers on social media platforms and shape customer loyalty. However, the effect of social media usage and its mechanism remain unexplored. The purpose of this paper is to investigate how salespersons’ social media usage influences B2B buyers’ trust beliefs and purchase risk, and therefore, customer loyalty. Design/methodology/approach The authors conduct an online-survey, use partial least squares structural equation modeling to analyze the data, and adopt SPSS PROCESS macro 2.13 to test med
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Mariana, Christy Dwita, Khendy Chan, and Dionisius Yusuf. "PERUMUSAN STRATEGI BUSINESS MODEL CANVAS UNTUK PENGEMBANGAN USAHA INDUSTRI FOTOGRAFI: STUDI KASUS EXSTUDIO, PEKANBARU." Business, Economics and Entrepreneurship 3, no. 1 (2021): 70–76. http://dx.doi.org/10.46229/b.e.e..v3i1.272.

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The aim of the study is to determine the strategies that can be used by Exstudio. The research method used descriptive using interview, observation, reference and documentation. Data analysis was carried out descriptively using canvas models and SWOT analysis. The results of the study showed Exstudio has a segmentation of the open market consumer segment, the consumer market (B2C) and government market. The proposition of value of Exstudio is to offer exclusive services to its clients following current trends. The channels of Exstudio's business are digital-based channels with the use of socia
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Lopes, João M., and José Oliveira. "The New Times of Social Media Marketing in the B2B Framework." Businesses 2, no. 2 (2022): 156–67. http://dx.doi.org/10.3390/businesses2020011.

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Nowadays, we live in the age of Marketing 4.0. Historically, marketing has often depended on changing consumer habits and needs. Thus, it is necessary to understand the new habits and needs of the consumer to make companies more and more effective. Currently, social media marketing (SMM) is ubiquitous in organizations, and is seen as a tool to achieve strategic goals. Therefore, SMM is important for companies to adapt their approach to customer relationship management and advance new marketing competencies to enable customer satisfaction. To drive customer satisfaction and improve customer exp
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Hayu, Rina Suthia. "Smart Digital Content Marketing, Strategi Membidik Konsumen Millennial Indonesia." JMK (Jurnal Manajemen dan Kewirausahaan) 4, no. 1 (2019): 61. http://dx.doi.org/10.32503/jmk.v4i1.362.

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Millennials in Indonesia currently have the largest market share, but there are not many studies that discuss marketing in millennials in Indonesia, especially marketing in business units that market their products to end consumers (B2C-business to consumer). Judging from the current phenomenon, namely 1) The rise of growth and competition from both foreign and local online retailers competing in Indonesia. 2) Increasingly developing software and hardware technology in digital marketing which gave birth to marketing innovations. 3) Large millennial role in digital marketing, because now they a
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Dissertations / Theses on the topic "Social media from a business-to-consumer (B2C)"

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Jensen, Christian, and Andersson Rebecka. "How & Why Social Media is Used in B2B Marketing : A qualitative study seen from marketing managers’ perspective." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-65545.

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The digital landscape is rapidly changing and provides business-to-business companies with new digital tools and channels to conduct their marketing work e.g. social media networks. Business-to-consumer firms have been previously research in the topic of social media and digital marketing. However, there is a lack of research in the business-to-business area (Elsevier, 2016). This bachelor thesis aim to contribute to the field of marketing when it comes to social media and digital marketing activities in business-to-business companies. This through examine and describe how marketing practition
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Nikolov, Nikolay, and Juan Pablo Gonzalez. "From Loyalty to Disloyalty : Exploring negative consumer-brand relationships in social media." Thesis, Jönköping University, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49491.

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Brand loyalty has been studied extensively in consumer-brand relationship literature. However, the negative side of these relationships has not been studied to the same degree. This paper starts with Court et al.’s (2009) loyalty loop as part of the consumer decision journey and proposes that consumers may stop being loyal to a brand due to various circumstances.The authors propose a negative view of the loyalty loop, the disloyalty loop, exist, in which consumers become disloyal. Furthermore, the authors conducted this study in order to find out if this relationship exists, the disloyalty loo
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Chakraborty, Devarpan. "Is increased consumer control changing media consumption from media business push to media consumer pull?" Diss., 2014. http://hdl.handle.net/2263/43967.

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In the war to win the consumer’s attention traditional media is steadily losing ground to new media platforms; which are distributed and consumed digitally, are ubiquitous with the explosive uptake of smart internet connected devices and provide interconnections amongst platforms, devices and even consumers. New media is changing the balance of power in the media landscape from media businesses to media consumers, who now have unlimited choices available to them from which they can decide on what, when, where and how to consume content. So from the traditional outlook of ―mass media‖ there is
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Books on the topic "Social media from a business-to-consumer (B2C)"

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From Imus to industry: The business of stereotypes and degrading images : hearing before the Subcommittee on Commerce, Trade, and Consumer Protection of the Committee on Energy and Commerce, House of Representatives, One Hundred Tenth Congress, first session, September 25, 2007. U.S. G.P.O., 2009.

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Moore, Gordon, John A. Quelch, and Emily Boudreau. Choice Matters. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780190886134.001.0001.

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Choice Matters: How Healthcare Consumers Make Decisions (and Why Clinicians and Managers Should Care) is a timely and thoughtful exploration of the controversial role of consumers in the U.S. healthcare system. In most markets today, consumers have more options and autonomy than ever before. Empowered consumers easily shop around for products and services that better meet their needs, and they widely share their reviews on social media to inform and influence other consumers. Businesses have responded with better experiences and prices to compete for consumers’ business. Though healthcare has
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Contois, Emily, and Anastasia Day. The History of Food and Public Health. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780190626686.003.0001.

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Economic, political, and social changes prompted the evolution of our current food system. Studying the historical context of these changes helps us to better understand and devise nutrition policy and programs today. This chapter begins with the roots of the modern U.S. food system at the dawn of the 20th century, isolating four key aspects that have shaped nutrition and public health: food production, processing, and consumption, along with state nutritional policy. To begin, government subsidies, in tandem with shifts in farming demographics and business models, have significantly determine
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Book chapters on the topic "Social media from a business-to-consumer (B2C)"

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Spiliotis, Aristotelis. "User Participation and Social Integration Through ICT Technologies." In New Business Models for the Reuse of Secondary Resources from WEEEs. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-74886-9_9.

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AbstractUser is one of the most important stakeholder cluster and its participation can link the end of life and early stages in the life cycle of each product when considering the adoption of a circular business model. This chapter presents the main elements of the customer engagement, as identified through a State-of-the-Art analysis carried out in the context of FENIX, as well as those electronic tools in which they will be integrated together with conventional tools for the conduction of commercial activities and the tools to facilitate the interaction with the other actors and activities of FENIX within a single access point digital platform (FENIX Marketplace). The SoA analysis identified the motivational factors that promote a greater customer engagement for the participation throughout all business routes (B2B, B2C but also C2C) applicable in the project. These strategies are improved and enhanced using benefits provided by the social media for the participation in the process. The customer involvement is directly linked to the motives provided within FENIX Marketplace.
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Distel, Viktoria, Roman Egger, Ugljesa Petrovic, Viet Linh Phan, and Simon Wiesinger. "The Usage of Emoji in Tourism-Related Instagram Posts: Suggestions from a Marketing Perspective." In Information and Communication Technologies in Tourism 2022. Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-94751-4_13.

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AbstractThe relevance of emoji in social media marketing has attracted tremendous interest from academics and marketing professionals alike ever since emoji became a fixed component in user-to-user and business-to-user communication on online platforms such as Instagram and Facebook. Using a quantitative research approach in the form of a self-administered online survey in an experimental setting, the purpose of this study is to investigate what type of emoji positively impacts consumer behaviour, purchase intention, and user interaction in tourism-related Instagram posts. This research is novel in that it bridges the usage of emoji in the context of social media and tourism. The findings support tourism managers in the practical use of emoji for social media marketing campaigns on Instagram and show that (positive) face emoji evoke more positive emotions than non-face emoji.
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Tudor, Maria Cristiana, Ursa Bernardic, Nina M. Sooter, and Giuseppe Ugazio. "Behavioral Perspectives on B Corps." In The International Handbook of Social Enterprise Law. Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-14216-1_12.

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AbstractThe values driving entrepreneurs are evolving from shareholder wealth maximization towards a more holistic approach wherein business impacts on all stakeholders are considered. This change has been driven in part by a societal cultural shift focused on promoting a sustainable future. To meet this cultural change demanding a balance of profit and ethics, novel entities (e.g., B Corps) have emerged in the private sector. In this chapter, we engage with behavioral perspectives to explore B Corps’ achievements, opportunities, and challenges. We first outline the transition from shareholder to stakeholder considerations, as we believe it constitutes the philosophical ethos of social enterprises. We then focus in turn on four of the five areas used by B Lab’s Impact Assessment—governance, workers, customers and consumers, and community—as they are most appropriate for an exploratory analysis of their interaction with human behavior. Specifically, in governance, we approach the topic of corporate ethics and transparency, as well as how the values of social entrepreneurs shape a firm’s culture. We then outline the relationship between purposeful work and employee performance and examine how B Corps have applied effective practices on social inclusion and employee well-being, in the workers’ section. Concerning customers and consumers, we explore a range of perspectives, including consumer motivations to purchase from B Corps, caveats of ethical consumerism, and how B Corps can capitalize on decision-making research to inspire consumer change. Additionally, we present our research on public awareness and perceptions of B Corp trustworthiness and greenwashing. Finally, the last section—community—highlights B Corps’ civic engagement and communication with their communities through social media, corporate volunteering, and charity work, among others.
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Helander, Nina, Hannu Kärkkäinen, and Jari Jussila. "Value Creation in Business-to-Business Crowd Sourcing." In Social Entrepreneurship. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-8182-6.ch039.

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In knowledge society the utilization of social media as a communication channel between people, groups and even companies is increasing. Current innovation and social media research has already shown the potential of crowdsourcing in the business-to-consumer (B2C) markets. The authors argue in this paper, however, that crowdsourcing has a great and yet partly undiscovered potential also in the context of business-to-business (B2B) markets. In order to get the full potential, a more detailed understanding of the logic of value creation in crowdsourcing activities between multiple stakeholders in B2B context is needed. This paper presents an exploratory study that is carried out as an empirical netnography-based multiple case study. The study opens up potential future research avenues by starting the discussion of value creation logic in B2B crowdsourcing. Practical implications are created through cases revealing what kind of value companies have already been able to gain from crowdsourcing in B2B context.
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Helander, Nina, Hannu Kärkkäinen, and Jari Jussila. "Value Creation in Business-to-Business Crowd Sourcing." In Crowdsourcing. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-8362-2.ch071.

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In knowledge society the utilization of social media as a communication channel between people, groups and even companies is increasing. Current innovation and social media research has already shown the potential of crowdsourcing in the business-to-consumer (B2C) markets. The authors argue in this paper, however, that crowdsourcing has a great and yet partly undiscovered potential also in the context of business-to-business (B2B) markets. In order to get the full potential, a more detailed understanding of the logic of value creation in crowdsourcing activities between multiple stakeholders in B2B context is needed. This paper presents an exploratory study that is carried out as an empirical netnography-based multiple case study. The study opens up potential future research avenues by starting the discussion of value creation logic in B2B crowdsourcing. Practical implications are created through cases revealing what kind of value companies have already been able to gain from crowdsourcing in B2B context.
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Kavak, Bahtışen, Neslişah Özdemir, and Gülay Erol-Boyacı. "A Literature Review of Social Media for Marketing." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9020-1.ch005.

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Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.
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Kavak, Bahtışen, Neslişah Özdemir, and Gülay Erol-Boyacı. "A Literature Review of Social Media for Marketing." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-2185-4.ch004.

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Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.
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Sohaib, Osama, Kyeong Kang, and Iwona Miliszewska. "Uncertainty Avoidance and Consumer Cognitive Innovativeness in E-Commerce." In Research Anthology on Strategies for Using Social Media as a Service and Tool in Business. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-9020-1.ch081.

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This article describes how despite the extensive academic interest in e-commerce, an investigation of consumer cognitive innovativeness towards new product purchase intention has been neglected. Based on the stimulus–organism–response (S–O–R) model, this study investigates the consumer cognitive innovativeness and the moderating role of the individual consumer-level uncertainty avoidance cultural value towards new product purchase intention in business-to-consumer (B2C) e-commerce. Structural equation modelling, such as partial least squares (PLS) path modelling was used to test the model, using a sample of 255 participants in Australia who have had prior online shopping experience. The findings show that the online store web atmosphere influences consumers' cognitive innovativeness to purchase new products in countries with diverse degrees of uncertainty avoidance such as Australia. The results provide some guidance for a B2C website design based on how individual's uncertainty avoidance and cognitive innovativeness can aid the online consumer purchasing decision-making process.
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Gupta, Saurabh, Anurag Singh, and Punita Duhan. "Social Media and Business." In Media Influence. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3929-2.ch013.

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The influence of social media on the various facets of society has attracted a lot of attention of the researchers in the last few years who are probing its multifaceted impact. One important aspect of social media is its role in promoting instant gratification. It has far reaching consequences for evolution of self, which in turn has important implications for society and businesses. Drawing from the conceptual foundations of the theories of identity and social comparison, the researchers tried to develop a model as to how the dual role of social media acts to alter the identity and hence behavior. In this context, the significance of the study lies in exposing the intricate interplay between the attributes of social media and the dynamic self. The study goes a long way in providing a deeper understanding of self-concept in connection to social media, which has immense importance for consumer behavior and can help businesses to fine-tune their strategies with the changing consumer psychology.
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Yang, Ming, William H. Hsu, and Surya Teja Kallumadi. "Predictive Analytics of Social Networks." In Social Media Marketing. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch042.

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In this chapter, the authors survey the general problem of analyzing a social network in order to make predictions about its behavior, content, or the systems and phenomena that generated it. They begin by defining five basic tasks that can be performed using social networks: (1) link prediction; (2) pathway and community formation; (3) recommendation and decision support; (4) risk analysis; and (5) planning, especially causal interventional planning. Next, they discuss frameworks for using predictive analytics, availability of annotation, text associated with (or produced within) a social network, information propagation history (e.g., upvotes and shares), trust, and reputation data. They also review challenges such as imbalanced and partial data, concept drift especially as it manifests within social media, and the need for active learning, online learning, and transfer learning. They then discuss general methodologies for predictive analytics involving network topology and dynamics, heterogeneous information network analysis, stochastic simulation, and topic modeling using the abovementioned text corpora. They continue by describing applications such as predicting “who will follow whom?” in a social network, making entity-to-entity recommendations (person-to-person, business-to-business [B2B], consumer-to-business [C2B], or business-to-consumer [B2C]), and analyzing big data (especially transactional data) for Customer Relationship Management (CRM) applications. Finally, the authors examine a few specific recommender systems and systems for interaction discovery, as part of brief case studies.
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Conference papers on the topic "Social media from a business-to-consumer (B2C)"

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Fischer, Heiko. "Effects of Social Media on B2B Sales." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002278.

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Social Media already plays an essential role in the business-to-consumer (B2C) environment. Platforms such as LinkedIn, Facebook, Twitter, or Instagram are successfully applied in B2C sales to attract new customers. The usage of social media in B2C sales is profoundly analyzed. However, scholars imply that there exist fundamental differences to the application in business-to-business (B2B). On the one side, social media in sales gains increasing attention from B2B companies that seek practical advice for using social media in sales. On the other side, scholars imply that there is limited knowl
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Oktafani, Farah, Nadya Novandriani K.M., Marheni Eka Saputri, and Trisha Gilang Saraswati. "Social Media Marketing, Electronic Word of Mouth, and its Effect on Purchase Decision Process on The Warunk Upnormal Consumer." In Japan International Business and Management Research Conference. RSF Press & RESEARCH SYNERGY FOUNDATION, 2020. http://dx.doi.org/10.31098/jibm.v1i1.222.

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There Warunk UpNormal uses a variety of promotional strategies, including through social media. Warung UpNormal target market is the millennial segment, which is the largest segment in Indonesia's current demographic structure. Therefore, through social media, Warunk UpNormal establishes intense marketing communication with its target market. The purpose of this paper is to examine the effects of social media marketing and electronic word of mouth on a purchase decision process in Warunk UpNormal. A quantitative research methodology was used for the purpose of this research, and the data were
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SKVARCIANY, Viktorija, and Kristina ASTIKĖ. "THEORETICAL ASPECTS OF CULTURAL ECONOMICS CONCEPT." In International Scientific Conference „Contemporary Issues in Business, Management and Economics Engineering". Vilnius Gediminas Technical University, 2021. http://dx.doi.org/10.3846/cibmee.2021.626.

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Abstract. Purpose – the aim of the article is to present the concept of cultural economics upon analysing the scientific literature and to single out the factors that influence the development of cultural economics. Research methodology – analysis and synthesis of scientific literature. The articles published in CA WoS were analysed in order to extract high-quality information on the topic of cultural economics. Findings – after analysis of the scientific literature, the factors of cultural economics have been determined. They are as follows: creativity; new technologies; consumer society; pub
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Duda, Aneta. "THE MYTH OF CSR ON THE EXAMPLE OF DOVE CAMPAIGN." In NORDSCI Conference Proceedings. Saima Consult Ltd, 2021. http://dx.doi.org/10.32008/nordsci2021/b2/v4/07.

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"This article discusses the concept of corporate social responsibility (CSR) in the particular case of a controversial Dove campaign for Real Beauty (CFRB) and its role in the production and consumption of contemporary popular meanings of empowerment, social change, and female beauty in global consumer culture. Because in some instances such corporate strategies appear well received, we move beyond cynical dismissal to analyze corporate discourse to identify its transformative possibilities and contradictions. The analysis replaces the oversimplifying approaches to the ethics of CSR with a com
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Marrone, Teresa, and Pierpaolo Testa. "Brand algorithms and social engagement in digital era." In 13th International Conference on Applied Human Factors and Ergonomics (AHFE 2022). AHFE International, 2022. http://dx.doi.org/10.54941/ahfe1002562.

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The world we live in today is pervaded by digital, the net is increasingly present and mixes the dimensions of the physical and the virtual, changing the way we understand, decide and evaluate things and also the way we do business. Artificial intelligence (AI) and related technologies are transforming the way we think and do marketing and the way companies relate to consumers and society.Internet has assumed a key role in nurturing innovation within business ecosystems. AI, big data and Internet of things (IoT) are key drivers of the current revolution in the way of communicating and relating
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