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Product or company names used in this set are for identification purposes only. Inclusion of the names of the products or companies does not indicate a claim of ownership by IGI Global of the trademark or registered trademark. Encyclopedia of multimedia technology and networking / Margherita Pagani, editor.-2nd ed. p. cm. Includes bibliographical references(More)
Within changing value networks, the profits and competitive advantages of participation reside dynamically at control points that are the positions of greatest value and/or power. The enterprises that hold these positions have a great deal of control over how the network operates, how the benefits are redistributed, and how this influences the execution of(More)
1. Brand in the hand Coinciding with the widespread adoption of 3G and 4G smartphones among consumers, mobile marketing has increasingly become a staple tactic in brands' advertising and promotional efforts. Puma represent just a few consumer brands from the United States, Europe, and Asia that have begun to aggressively adopt untethered mobile marketing(More)
AbstrAct Managers are increasingly interested in the social web, as it provides numerous opportunities for strengthening and expanding relationships with customers, but the network processes that lead to these user-based assets are poorly understood. In this paper, the authors explore factors influencing use and participation in virtual social networks.(More)
EXECUTIVE SUMMARY Nonprofit organizations engaged in social media outreach face numerous risks. One way to minimize risk is to develop policies and procedures. Social media policies have gained popularity in recent years but little research has been conducted about their effectiveness. As a result, nonprofit organizations often develop social media policies(More)
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