User involvement, open service innovations, and social media: lessons from a case study / Ada Scupola, Hanne Westh Nicolajsen -- Impact of general social media experience on usefulness for business in the workplace / Donald L. Amoroso, Tsuneki Mukahi, Mikako Ogawa -- Influence of corporate social media in strategic decision processes / S. Venkataraman, Ranjan Das -- Using the power of social media marketing to build consumer-based brand equity / Kelley O'Reilly, Karen M. Lancendorfer -- Viral advertising and the implications of social media / Maria Petrescu -- Social media: the issues, benefits, and strategies for brands / Jennifer Rowley, Catherine J. Ashworth, Jeff McCarthy -- Greek politicians and the use of online technologies for citizen engagement / Savvas Papagiannidis, Teta Stamati, Hartmut Behr -- Using social media in the workplace: how "Lenovo Central" brings employees together / Karen Mishra, Khaner Walker, Aneil Mishra -- How Generation Y perceives social networking applications in corporate environments / Imed Boughzala -- Social media opportunities for market-driven firms / Elisa Arrigo -- Web 2.0 and social media in today's business world / Edward T. Chen -- Re-conceptualizing relational integrated marketing communications from the perspective of social CRM / Kanghyun Yoon, Jeanetta D. Sims -- The role of social media in the knowledge-based organizations / Kijpokin Kasemsap -- Social media for business model improvement / In Lee.