Volume 4 (2016-17)

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 4, are:

Volume 4 Number 4 (Spring 2017)

  • Maximising sponsorship return on investment in an omni-channel world
    Norris Scott, Vice President of Analytics & Insights, NASCAR
  • Leveraging social media to generate conversation and growth: Case study of the WNBA’S Chicago Sky
    Lauren Niemiera, Media and Communications Manager, Chicago Sky
  • Can the sanctity of journalism be maintained in an era of native advertising? Case study of Netflix
    Beth Donnelly Egan, Associate Professor of Advertising, Syracuse University’s S.I. Newhouse School of Public Communications
  • Improving return on investment and measurement on Facebook
    Kizzy Lilburne, Senior Brand Manager, Kettle Foods
  • Are we still not hearing them?: The evolution of Hispanic marketing in the USA
    Hugo Pérez, Principal Strategist and Owner, Local Boy
  • Visual content can save organic social media
    Patrick Miner, Director of Marketing Operations, Chicago Architecture Foundation
  • How digital marketing can galvanise nonprofit supporters
    Alexandra Baird, Senior Manager, Marketing & Communications, Chicago Cares
  • Building brand engagement through Twitter marketing strategies
    Karen Mishra, Marketing and International Business Lecturer, and Aneil Mishra, Tom Arthur Distinguished Professor of Leadership, East Carolina University
  • A cross-cultural study of consumer connection with social networking sites
    Yujie Wei, Associate Professor of Marketing, Richards College of Business, University of West Georgia, Typhaine Lebègue, Associate Professor of Entrepreneurship, Normandy Business School, and Salil Talpade, Professor of Marketing and Chairman of the Department of Marketing and Real Estate, Richards College of Business, University of West Georgia

Volume 4 Number 3 (Autumn/Fall 2016)

  • A peek behind the curtain: How the Chicago Bears engage their social media followers
    Matt Koch, Director of Digital Media, Chicago Bears
  • Unleashing your silent majority: How employee advocacy and engagement build your brand and trust via digital strategies
    Tamara Snyder, SVP, Edelman and David Honig, VP of Corporate Partnerships, Dynamic Signal
  • Using predictive analytics to morph marketing in real time: A consumer electronics case study
    Francesco Federico, Global Digital Marketing Director, Acer
  • Prevent, plan, manage: Social media strategy for crisis communications
    Grant Fuller, Director of Digital Strategy, Public Communications Inc
  • From social media to innovation and marketing intelligence: A simulation to forecast online review and rating performance
    Shu Wang, Director, Business Transformation, Royal Philips
  • Creating meaningful real-world brand experiences
    Christian Dodd, FordPass Digital Experience Manager, Ford Motor Company, Nathan Koch, Creative Technology Consultant and Max Morein, User Experience Strategist, Cramer-Krasselt
  • A case for case studies: The effective use of case studies in the college classroom
    Frauke Hachtmann, Professor and Associate Dean, College of Journalism and Mass Communications, University of Nebraska-Lincoln
  • Brand tracking on social media: The role of country of origin perceptions
    James Pokrywczynski, Associate Professor, Department of Strategic Communication, Diederich College of Communication, Marquette University and Hang Lu, Department of Communication, Cornell University
  • The role of social media in the apparel retail sector in Vietnam: A study of Facebook fan pages
    Nguyen Thi Tuyet Mai, Lecturer, E-commerce Department, Vietnam University of Commerce, Nguyen Anh Hao and Phung Thi Xuan Huong, Faculty of Business Administration, University of Economics and Business, Vietnam National University


Volume 4 Number 2 (Summer 2016)

  • Using data to build always-on valuable experience throughout the consumer journey
    Yi Li, Chief Data Officer, OgilvyOne China
  • How to measure and strategize content growth
    Jack Cornwall, Senior Search Specialist, Sky
  • If a planetarium can do it, so can you: How brands can shift toward an experience-led model
    Caroline Chen, Social/Digital Director, Downtown Partners and Marc Lapides, VP, Chief Marketing & Development Officer, Adler Planetarium
  • Why brands must seek realistic reviews to balance flawless 5-star perception online 
    Theresa O’Neil, SVP of Marketing, PowerReviews
  • Riding a tidal wave: Managing reputation in the face of an industry sea change
    William Spiers, Head of External Affairs, GE Healthcare and Andrew Williams, Senior Director, FTI Consulting
  • Delivering targeted paid advertising using Gmail native ads: Case study of Liberty Marketing 
    Philip Woodward, Senior Copywriter, Liberty Marketing
  • She’s just not that into you: The mediating impact of brand attachment on digital interactions
    JoAnn Sciarrino, Knight Chair, Digital Advertising and Marketing and John Prudente, Research Associate, School of Media and Journalism, University of North Carolina at Chapel Hill
  • Creating Facebook applications to understand the network effects on consumer behaviour 
    Shuoyang Zhang, Assistant Professor of Marketing, Cameron School of Business, University of St. Thomas
  • Exploring the relationship among the antecedents, engagement and consequences of social media marketing 
    I-Ping Chiang, Professor and Lin-Han Huang, Graduate Institute of Information Management, National Taipei University
  • Permission-based e-mail marketing in the Indian context: Factors affecting consumer consent 
    Nimit Gupta, Associate Professor, Fortune Institute of International Business


Volume 4 Number 1 (Spring 2016)

  • How Coca-Cola Journey transformed corporate communications efforts
    Doug Busk, Group Director, Digital Communications & Social Media, The Coca-Cola Company
  • Humanising the brand in a digital age
    James Caig, Head of Strategy, True Digital
  • Tactics to enrich your customer data for higher email ROI
    Parinda Joshi, Director, Datawarehousing, AEG
  • A lean approach to image-based user interviews: Discover deep emotional drivers for a targeted digital strategy
    Sarah V. Weise, UX Director, Strategic Innovation Group, Booz Allen Hamilton
  • Marketing promotions in social network games: Making them work
    Ginger Killian, Assistant Professor of Marketing, Harmon College of Business and Professional Studies, University of Central Missouri and John Hulland, Professor of Marketing, Terry College of Business, University of Georgia
  • What social media is most frequently used by small businesses and does the choice reflect the age of the business?
    Sherry J. Roberts, Associate Professor, Department of Marketing, Patrick Geho, State Executive Director, Tennessee Small Business Development Center, Middle Tennessee State University and Susan Hall Webb, Associate Professor, Department of Marketing and Real Estate, University of West Georgia
  • Understanding the chemistry of communicating effectively to an audience that is connected and engaged interactively in real time
    Wilfried R. Vanhonacker, Coca-Cola Chair in Marketing, Olayan School of Business, American University of Beirut