Volume 5 (2017-18)

Each volume of Journal of Digital & Social Media Marketing consists of four quarterly 100-page issues. A list of the articles published so far in the current volume, Volume 5, are:

Volume 5 Number 2 (Autumn/Fall 2017)

  • Lover of discounts, unicorns and tacos: Progressive’s Flo in social media
    James M. Leonhardt, Assistant Professor of Marketing, College of Business, University of Nevada, and Ryan E. Cruz, Assistant Professor of Marketing, School of Business Administration, Philadelphia University
  • The attribution challenge: How to get real business value out of it
    Adam Proehl, Founding Partner, NordicClick Interactive
  • How to use social media to deliver excellent customer service
    Jessica Milcetich, Digital Communications, US federal government
  • How to get the most from WeChat
    Alexis Bonhomme, Co-Founder, Curiosity China
  • Turbo-boost success with a supercharged framework for strategic visioning
    Sarah Weise, UX Director, Booz Allen Digital Interactive and Carrie-Ann Barrow, CEO, Barrow Consulting
  • How Instagram content affects brand attitudes and behaviour
    Ming (Bryan) Wang, Assistant Professor, and Valerie K. Jones, Assistant Professor of Advertising and Public relations, College of Journalism and Mass Communications, University of Nebraska-Lincoln
  • Improving social media brand personas using archetypes
    Francisco J. Conejo, Marketing Instructor and Researcher, University of Colorado

Volume 5 Number 1 (Summer 2017)

  • As programmatic advertising becomes the new normal, how can advertisers create greater consumer engagement and publishers ensure greater return?
    Tony Bishop, Global Business Director, POSSIBLE
  • Size, quantity and management capabilities: How Google updates AdWords to increase revenue
    Andy Taylor, Research Associate Director, Merkle
  • Blurring the lines between sales and marketing: Influencing sales through customer-segmented social media marketing
    Erica Melchior, Rhythm Management, Boston Scientific
  • Search engine optimisation in 2017: A new world where old rules still matter
    Brian Alpert, Web Analytics and Search Engine Marketing Analyst, Smithsonian Institution
  • How real-time analytics changes the face of the sports betting industry
    Andrew W. Pearson, Managing Partner, Intelligencia
  • Using emoji effectively in marketing: An empirical study
    Chi Hong Leung and Winslet Ting Yan Chan, teaching fellows, The Hong Kong Polytechnic University
  • Engaging fans on social media in US minor league soccer: A content analysis of consumer promotion on Facebook, Twitter and Instagram
    Julie D. Lanzillo, Sport Management Program Director and Assistant Professor, Neumann University and Margaret C. Stewart, Assistant Professor of Communication Studies, University of North Florida