Social entrepreneurship, smart brands, and epic social learning networks:Content, community, and communication

This study explores how brand cultures can become learning communities and highlights how social networking sites can emerge as social learning platforms by way of content, conversations, and community. The purpose of this chapter is to examine the concept of learning content in online social learning networks that are initiated by a commercial enterprise to provide a competitive advantage while at the same time providing social good. The proposed framework builds a bridge between the organization and the consumer, takes into account Generation Z, and looks at self-development and knowledge consumption as the key benefit. The work considers transmedia storytelling which has emerged in marketing to expand the brand story. The concept of transmedia learning networks and brand-consumer value-competitiveness model is proposed to show the value proposition of knowledge consumption. The work embraces learning communities, introduces the theory of conversationisim, and encourages participation and conversation on a global scale.</p

Digital marketing: a bibliometric analysis based on the scopus database scientific publications

This research aimed to identify the most developed themes in the field of digital marketing from 2010 to 2019. A total of 898 publications were selected from the Scopus database from the Business, Management and Accounting and Economics, Econometrics, and Finance domains. A bibliometric analysis was carried out using VOSviewer software and the term co-occurrence technique was used. Three clusters were identified. The first cluster relates digital marketing to the changes and adaptations of society and the economy since the emergence of the internet. The second cluster relates digital marketing to information technologies, e-commerce, and consumer behavior. Finally, the third cluster relates digital marketing with markets, social media, users, tourism, and electronic word-of-mouth (e-WOM).info:eu-repo/semantics/publishedVersio