For millions of consumers, the sight or smell of Campbell’s soup triggers nostalgic associations with comfort, warmth, family, and childhood. But when the 140-year-old company, based in Camden, New ...

In the past decades, marketing has been revolutionized by digital sources, which provide marketers with rich information on potential consumers. In the past decades, marketing has been revolutionized ...

Netnography adapts traditional ethnographic techniques to the study of online consumer communities, drawing on immersive observation and qualitative analysis of user-generated content. By “lurking” ...

How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest ...