Vol. 9 / No. 2 / 2017

The Connected Consumer

Augmented Consumers • Word−of−Mouth • Social TV • Product Seeding • Mobile Advertising • Social Network Analysis • Big Data • Brand Communication


In this issue, our various contributions deal with many of the contemporary opportunities and challenges faced by marketing professionals. In a world where the connected consumer is the new normal, there are many interesting (albeit complex) questions to be addressed. If you want to learn more about current developments, you’ll be inspired by the articles in this issue that provide new ways of thinking about word of mouth marketing, influencers, social TV, networks, mobile advertising, and data analytics.


Guest editor:
Andrew Stephen, Associate Dean of Research & L’Oréal Professor of Marketing, Saïd Business School, University of Oxford, England


Article overview