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The Interdisciplinary Social Media Fellowship is a two-semester program in which students gain internship credit by learning about social media marketing through a client-based experiential learning program. A faculty member created and ran a program in which five students from multiple disciplines followed a framework that defined their roles and processes to ensure interdisciplinary learning and successful social media practice. Students engaged with internal and external stakeholders to learn from various perspectives. The program created a win-win situation for the university and the students: students benefited through experiential and interdisciplinary learning, while the university produced engaging content relevant to various stakeholders.

Purpose: As a company's corporate social responsibility (CSR) image can protect from the backlash of a service failure, it is important to remind customers of the company's CSR commitment when a service failure occurs. One novel mechanism for doing so is through a prosocial service recovery. However, explorations of such service recovery strategies are relatively unknown. Thus, this paper aims to examine how recoveries including prosocial elements compare to those only utilizing monetary compensation strategies and to explore boundary conditions for such effects. Design/methodology/approach: This research utilizes an experimental design approach across three studies. Participants were recruited from Amazon's Mechanical Turk. Findings: This research demonstrates that a recovery including prosocial (vs only monetary) elements can positively impact purchase intent through the firms' CSR perceptions. The authors show that the benefits of prosocial compensation are contingent on the motivation for visiting a company (e.g. hedonic vs utilitarian) as well as the degree to which the company is perceived as luxurious. Originality/value: The series of studies provides important theoretical contributions to services marketers by advancing the understanding of novel recovery strategies and demonstrating when companies should initiate such strategies. Implications of the findings and directions for future research are explored. [ABSTRACT FROM AUTHOR]

Developing an authentic social media presence leads to more opportunities for meaningful self-expression through interactions with a firm's social media content. This paper is the first to identify the key drivers of authenticity in social media. To do so, two studies are conducted, one qualitative and one quantitative. The results offer evidence that social media authenticity is influenced by corporate social responsibility, fit, sales orientation, content quality and complaint management. Further, the findings indicate that social media authenticity has a mediating influence on consumer outcomes. [ABSTRACT FROM AUTHOR]

Past research has generally utilized demographic information to understand why some consumers are more concerned about online privacy than others. To date no studies have tried to understand variations in consumers' privacy concerns in light of the values consumers hold, even though these values better predict consumer outcomes in other contexts. In this study, we examined how the values of religiosity and materialism influence consumers' reaction to privacy concerns. Through a survey of 270 participants we found that extrinsic but not intrinsic religiosity influences materialism and that materialism decreases privacy concerns, which increases consumers' online purchases. [ABSTRACT FROM AUTHOR]