Volume 6 (2018-19)

Each volume of Journal of Digital & Social Media Marketing consists of four quarterly 100-page issues. A list of the articles published in Volume 6 are:

Volume 6 Number 4 (Spring 2019)

  • Quantifying the importance, contribution and efficiency of Cotton Inc.’s paid, owned and earned media through customer journey modelling
    JoAnn Sciarrino, Isabella Cunningham Endowed Chair in Advertising; Director, Stan Richards School of Advertising and Public Relations, Moody College, University of Texas at Austin,Jim Friedman, CEO, co-founder, Todd Kirk, Co-founder, Marketing Attribution Partners, Kim S. Kitchings, SVP, Consumer Marketing, Cotton Incorporated and John Prudente, Research Associate, Stan Richards School of Advertising and Public Relations, University of Texas at Austin
  • Diagnosing the reason for a website’s loss in traffic
    Marie Haynes, Founder, Marie Haynes Consulting
  • Attracting tomorrow’s talent today: Digital marketing strategies to recruit the workforce of the future
    Tamara Snyder, SVP, Corporate and Advisory Services practice, Edelman and Mike Schaffer, SVP Corporate and Advisory Services practice, Edelman
  • Restoring trust and rebuilding reputation: The critical roles of corporate purpose, earned media and the new CEO mandate
    Larry Weber, Founder, Chairman, CEO, Racepoint Global
  • Adapting to digital marketing regulations: The impact of the General Data Protection Regulation on individualised, behaviour-based marketing techniques
    Nathaniel Sposit
  • Digital upcycling: Working with content we already have
    Philip Woodward, Head of Content, Liberty
  • Take me out to the Facebook page
    Caitlin Moyer, Director, New Media, The Milwaukee Brewers Major League Baseball Club, Robert J. Griffin, Professor Emeritus and James Pokrywczynski, Diederich College of Communication, Marquette University
  • Does brand logo matter in social media marketing? The moderating role of brand logo and brand equity in brand evaluation
    Sangwon Lee, Associate Professor of Marketing, Miller College of Business, Ball State University

Volume 6 Number 3 (Winter 2018/19)

  • Sharing sustainability stories: Case study of social media content curation for Canada Research Connections
    Jaigris Hodson, Associate Professor, Program Head, College of Interdisciplinary Studies, Royal Roads University, Ann Dale, Professor, School of Environment and Sustainability, Royal Roads University and Jaime Clifton-Ross, Research Curator, Royal Roads University
  • Higher engagement and higher returns: The benefits of trust in e-mail marketing
    Richard Gibson, Senior Director, Client Service, International, Return Path and Guy Hanson, Senior Director, Professional Services, Return Path
  • The rise of social purpose and its impact on brand success
    Angela Everitt, Director Creative Strategy EMEA, The Economist Group
  • Better stories for social media branding
    Francisco J. Conejo, Senior Marketing Instructor and Researcher, University of Colorado — Denver
  • Driving positive engagement through purpose
    Laura Kline, EVP, Weber Shandwick
  • Achieving customer experience excellence at seven critical life-cycle points
    Ernan Roman, President, ERDM Corp and Scott Emmons, Head of the Innovation Lab, Neiman Marcus Group
  • Trust in native advertising: The neuroscience behind the processing of branded content
    Beth Egan, Associate Professor of Advertising, S.I. Newhouse School of Public Communications, Leanne Hirshfield, Research Associate Professor, MIND Lab, S.I. Newhouse School of Public Communications, Mark R. Costa, Research Assistant Professor, MIND Lab, S.I. Newhouse School of Public Communications and Noah Buntain, Mass Communications Doctoral Student, S.I. Newhouse School of Public Communications, Syracuse University
  • Social media celebrities as influencers in brand communication: An empirical study on influencer content, its advertising relevance and audience expectations
    Castulus Kolo, Dean and Vice President for Research and Teaching and Florian Haumer, Vice Dean and Head of the Media School, Macromedia University

Volume 6 Number 2 (Autumn 2018)

  • How ELLE leverages customer relationships to deepen brand engagement
    Laura Elton, Associate Director of Brand Development, ELLE magazine and Lisa Lopez, Content Specialist, Fuel Cycle
  • Creating and promoting an expertise-driven brand
    Lee Frederiksen, Managing Partner, Hinge and John Tyreman, Research Manager, Hinge
  • Dynamic virality: A review of the Ice Bucket Challenge
    James M. Leonhardt, Assistant Professor of Marketing, the College of Business, University of Nevada, Reno and Amanda Ball, Coordinator for the New Mexico Agricultural Leadership programme, New Mexico State University
  • Shifting processes: How to enable marketers to leverage a self-service platform
    Laura Price, Manager, Marketing Technology, Weight Watchers International, Inc
  • Why General Data Protection Regulation is likely to disrupt core digital marketing channels in Europe
    Marcus Hemsley, Founder, Fountain
  • Building an optimised information architecture through collaboration
    Lauren Polinsky, Director, Digital Marketing, Kimpton Hotels + Restaurants
  • Boosting pay-per-click performance by combining search and social audience data
    Ben Wood, Marketing Services Director, Hallam
  • Breaking down the Facebook auction
    Clark Boyd, Founder, Candid Digital and Ximena Sanchez, Account Executive, Google
  • ‘When entertaining isn’t enough’: Fan motivation and word of mouth spreading of fan interests
    Courtney Plante, Social Psychologist and Instructor, MacEwan University, Daniel Chadborn, Instructor of Psychology, Southeastern Louisiana University and Stephen Reysen, Associate Professor of Psychology, Texas A&M University-Commerce
  • Social media’s ROI in an integrated marketing campaign: Media mix modelling
    Gary B. Wilcox, John A. Beck Centennial Professor in Communication, Stan Richards School of Advertising & Public Relations, University of Texas at Austin, Kristen Sussman, President and Founder of Social Distillery and Arnold Chung, PhD candidate, Stan Richards School of Advertising & Public Relations, University of Texas at Austin

Volume 6 Number 1 (Summer 2018)

  • The keys to social media success in a professional environment: Develop shareable content and build brand ambassadors
    Jason Carlton, Social Media Manager, Intermountain Medical Center
  • The definitive guide to local search ranking factors
    Dan Leibson, VP of Search and Andrew Shortland, CEO, Local SEO Guide
  • Creating an integrated digital marketing strategy: Using cross-channel data to build intelligent strategies
    Hannah Thorpe, Managing Director, White.net
  • Six-step method for healthcare social media storytelling
    Mariah Obiedzinski, Director of Content Marketing, MedTouch
  • Paid search + social: Teamwork makes the dream work
    Tara Siegel, Senior Director of Marketing, Pepperjam
  • Early prevention of accessibility issues
    Aidan Tierney, Manager of Digital Accessibility, TD
  • Exploring the relationships among paid search budget, social media presence and online performance: An examination of the US e-commerce industry
    Pelin Bicen, Associate Professor of Marketing, Sawyer Business School, Suffolk University and Naveen Gudigantala, Associate Professor of Information Systems, Robert B. Pamplin Jr. School of Business, University of Portland
  • Guerrilla marketing in social media: The age of marketing outside the box
    Nikos Schiniotakis, Technological Educational Institute of Crete and Katerina Divini, Pancretan Cooperative Bank
  • Developing the next-generation Don Draper
    Valerie K. Jones, Assistant Professor of Advertising and Public Relations, University of Nebraska-Lincoln