Smaller, often more private and interactive online communities and platforms are reinventing the way brands and consumers connect.
While livestreamed shopping is booming in China, it has struggled to take off in the West.
Michael Wade and Jialu Shan
To make social platforms a more positive force, we must understand the phenomena that drive them.
Sinan Aral, interviewed by Paul Michelman
Tinder’s entrance into the dating app industry was a literal game changer.
Niloofar Abolfathi and Simone Santamaria
Social media provides a game-changing opportunity to support innovation and new product development.
Deborah L. Roberts and Frank T. Piller
Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.