Digital marketing strategy for affinity marketing: utilising the new marketing arena / Aster Mekonnen -- Analysing the role of social media in dialogue marketing and management as a contemporary franchising local area marketing technique / Geoffrey B. Webster, Margee Hume -- User-generated content and perceived customer value / Wilson Ozuem, Celia Almeida Pinho, Yllka Azemi -- Loyalty strategy and social-CRM: how consumers adhere to the tools / Nedra Bahri-Ammari, Slim Mraidi -- Social media: strategic decision making tool / Gordon Bowen, Deidre Bowen -- Online service failure and recovery strategy: the mediating role of social media / Yllka Azemi, Wilson Ozuem -- State fragility and stakeholder engagement: new media and stakeholders' voice amplification in the Nigerian petroleum industry / Uzoechi Nwagbara, Emeka Smart Oruh, Carlton Brown -- Basics of mobile marketing strategy / Wilson Ozuem, Bibi Nafiisah Mulloo -- The roles of social media marketing and brand management in global marketing / Kijpokin Kasemsap -- Using social media marketing for competitive advantage / Amir Manzoor -- Search engine marketing: an outlining of conceptualization and strategic application / Azizul Hassan, Sumesh S. Dadwal -- The intersection of social media and customer retention in the luxury beauty industry / Ellen Stokinger, Wilson Ozuem.