Theresa B. Clarke

TL;DR: In this article, the extent to which social media empowers consumers' CSR activism was explored and found that consumers experience both high and low empowerment from a behavioral, affective, and cognitive perspective.

TL;DR: In this article, a pilot study of how celebrity chefs have adopted and implemented social media, especially Pinterest, using the Diffusion of Innovations as a theoretical framework was conducted, finding that of the top 48 chefs, all adopted Facebook, closely followed by 47 adopting Twitter; just 17 adopted Pinterest.

TL;DR: This is the first study to formalize and provide a working definition of CvP, which instantiates CvP as a metric for overall SEA account performance while demonstrating that it is a practical tool for future campaign planning.

TL;DR: In this article, a model for consumer brand empowerment is presented and the antecedents of the proposed ontology focus on the sharing of brand information in online social networks and how it promotes a sense of consumer empowerment by enabling a consumer to influence the brand attitudes of other consumers.

TL;DR: A substantial body of empirical research outside of the marketing education literature indicates that students adopt surface, deep, or strategic learning approaches based on their learning environm... as mentioned in this paper,.