Section 1. Framing and situating computer-mediated marketing environments. Chapter 1. The dynamics of social media marketing content and customer retention ; Chapter 2. The dynamics of social media and value co-creation ; Chapter 3. Social media and social identity in the millennial generation ; Chapter 4. Exploring the relationship between social media and social influence ; Chapter 5. Social media and social entrepreneurship -- Section 2. Perspectives and practice of computer-mediated marketing environments. Chapter 6. The differences of hedonic shopping value and purchase intention in the multichannel shopping environment for apparel shopping ; Chapter 7. Social media, online brand communities, and customer engagement in the fashion industry ; Chapter 8. Service failure and recovery strategy in computer-mediated marketing environments (CMMEs) ; Chapter 9. User-generated content and consumer brand engagement ; Chapter 10. The impacts of Omni-channel purchasing behavior on service quality ; Chapter 11. Smartphones: resource dimensions and uses ; Chapter 12. Online service failure: understanding the building blocks of effective recovery strategy -- Section 3. Opportunities and challenges in designing computer-mediated marketing strategies. Chapter 13. Competing through online service failures and recovery strategies ; Chapter 14. Calculation of Facebook marketing effectiveness in terms of ROI ; Chapter 15. E-WOM: the new consumer megaphone - underlying reasons and related factors ; Chapter 16. The challenges of nation branding in the digital age: case of Spain's nation branding project, Marca España ; Chapter 17. Disruptive technology in the smartphones industry: identity theory perspective.