Social media knowledge ahead! The papers for the special issue of the leading research outlet Journal of Interactive Marketing on “Social Media and Marketing“, which Digitalization Think:Lab leaders Thorsten Hennig-Thurau and Björn Bloching are co-editing with Charlie Hofacker, has now been finalized. The journal’s November 2013 issue builds on presentations and discussions that took place during the Social Media Thought Leaders‘ Summit in Munich last fall. It will include six articles that analyze the key challenges social media brings for firms. It’s crafted by an A-list of contributors from leading universities all over the planet under the critical and challenging eyes of 23 anonymous reviewers.
And the best news: the articles not only cover the state-of-the-art on topics like branding, CRM, social commerce, metrics, and organizational transformation, but are actually quite readable for those who have not spent their whole life in academia so far!
Here are the details:
Editorial – Marketing the Pinball Way: Understanding How Social Media Changes the Generation of Value for Consumers and Companies
by Thorsten Hennig-Thurau, Charles Hofacker, and Björn Bloching
Consumer Power: Evolution in the Digital Age
by Lauren Labrecque, Jonas vor dem Esche, Charla Mathwick, Thomas Novak, and Charles Hofacker
Managing Brands in the Social Media Environment
by Sonja Gensler, Franziska Völckner, Yuping Liu-Thompkins, and Caroline Wiertz
Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House
by Edward Malthouse, Michael Haenlein, Bernd Skiera, Egbert Wege, and Michael Zhang
Social Commerce: A Contingency Framework for Assessing Marketing Potential
by Manjit Yadav, Kristine de Valck, Thorsten Hennig-Thurau, Donna Hoffman, and Martin Spann
Social Media Metrics – A Framework and Guidelines for Managing Social Media
by Kay Peters, Yubo Chen, Andreas Kaplan, Bjoern Ognibeni, and Koen Pauwels
Destination Social Business: Exploring The Organizations’ Journey With Social Media, Collaborative Community And Expressive Individuality
by Bruce Weinberg, Ko de Ruyter, Chris Dellarocas, Michael Buck, and Debbie Keeling
A HUGE thanks goes to:
- all our contributors who wrote, revised, or reviewed papers,
- our sponsors (Roland Berger Strategy Consultants, Westfälische Wilhelms-Universität, and Cass Business School),
- our industry experts, and
- our gorgeous Munich team, including Maria Bartschat, Jan Flemming, Vera Gottwald, Rune Hertwig, Ralf Kiene, Nora Pähler vor der Holte, and Ricarda Schauerte, who made the special issue a reality.
For those excited about social media: This year’s Santa Clause will come in November!