Vol 12 No 1 Fall 2011

A Social Media Mindset
Steven M. Edwards
Follow Me! Global Marketers’ Twitter Use
Eun Sook Kwon and Yongjun Sung
Are You Following Me? A Content Analysis of TV Networks’ Brand Communication on Twitter
Jhih-Syuan Lin and Jorge Peña
Viral Advertising in Social Media: Participation in Facebook Groups and Responses among College-Aged Users
Shu-Chuan Chu
Interactive Digital Advertising vs. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan
Hsu-Hsien Chi
Health Organizations’ Use of Facebook for Health Advertising and Promotion
Hyojung Park, Shelly Rodgers, and Jon Stemmle