Social media activities: understanding what consumers do in social media / Kristina Heinonen -- Using social media to cultivate positive community norms / Caroline Graham Austin ... [et al.] -- Personality and social media use / Teresa Correa ... [et al.] -- How motivations for social media usage can change and what it means for e-businesses / Tobias Hopp, Harsha Gangadharbatla, Kim Sheehan -- Understanding purchasing behavior within virtual worlds: planned purchases and impulse buying / Andreas M. Kaplan, Michael Haenlein -- Typical innovative and involvement characteristics of contributors to consumer generated media / Eric Shiu -- Can your business have one million friends?: Understanding and using blogs as one-to-one mass media / Soyean (Julia) Kim ... [et al.] -- User intention of sharing video clips on Web 2.0 social network websites / Eldon Y. Li, Shu-Hsun Chang -- Comparing Web 2.0 applications as marketing tools / Erkan Akar, Mete Karayel -- Two-sided markets and social media / Xiaojing Lu, Ronald E. Goldsmith, Margherita Pagani -- Application of social media tools by retailers / María-del-Carmen Alarcón-del-Amo, Carlota Lorenzo-Romero, Efthymios Constantinides -- Interaction between consumers and businesses through social media: trends and future / Huliane Medeiros da Silva, Gilson Gomes da Silva, Flavius da Luz e Gorgônio -- Using social network data to identify key influencers for social CRM activities / Goetz Greve -- Best practices for social CRM / Fabiana Lorenzi, Stanley Loh -- E-business planning in morphing organizations: maturity models of business transformation / Sharon Cox -- The new age e-enterprise: internet-based collaboration, innovation, and co-creation / Vandana Ahuja -- Negotiation by software agents in electronic business: an example of hybrid negotiation / Nosheen Riaz, Moez Rehman -- The transformative effect of social media: revolutionizing business models of mass production to individual production by the masses / Anna Farmery.