Social media as a new emerging tool of marketing / Rawan T. Khasawneh -- Towards a framework for integrating social media, customer relationship, and knowledge management / Olayiwola W. Bello, Modupe Folarin, Nasir Faruk -- Social customer relationship management (SCRM): a strategy for customer engagement / Ameen Al-Azzam, Rawan T. Khasawneh -- Marketing on Tumblr / Kristen Smirnov -- The effect of social networks on branding: a factorial analysis approach / Meriem Nouala, Marwa Imene Mekki, Abdelmadjid Ezzine -- Social media as social customer relationship management tool: case of Jordan Medical Directory / Wafaa A. Al-Rabayah -- Determinants of brand recall in social networking sites / Kaan Varnali, Vehbi Gorgulu -- The impact of social media on customer engagement with U.S. banks / Arturo Haro-de-Rosario, Laura Saraite, Alejandro Sáez-Martin, María del Carmen Caba-Pérez -- Social networks impact on potential customers' buying decisions and current customer loyalty / Wafaa A. Al-Rabayah -- Opinion mining: a tool for understanding customers: challenges and approaches / Rawan T. Khasawneh, Izzat Alsmadi -- Sentiment analysis of social media as tool to improve customer retention / Wafaa A. Al-Rabayah, Ahmad Al-Zyoud -- Can the usage of social media increase the gregariousness of the family to grow successful family-owned businesses?: the usefulness of social media in growing a family-owned business / Mambo Governor Mupepi, Patience Taruwinga, Wafaa A. Al-Rabayah -- Using social strategy to retain customers: cases and tips / Wafaa A. Al-Rabayah.