Asha Kaul is Professor in Communications at the Indian Institute of Management, Ahmedabad (IIMA). She obtained her doctorate in stylistics from the Indian Institute of Technology, Kanpur in 1990. She was felicitated with the “Best Professor – Communications” award by the Golden AIM Awards in June, 2020. She has won the A. P. Chowdappa Memorial Award for Excellence in Communication in the Academic Sector and was also awarded the prize for being one of the best-selling authors of Prentice Hall of India for her book on Business Communication.  Presently Asha Kaul serves as an Independent Director on the Boards of HPCL-Mittal Energy Limited and HPCL-Mittal Pipelines Limited and is also a Member of the High-Level Committee for Centre of Excellence nominations by the Education Department, Government of Gujarat. Asha Kaul is also the President nominee to the Executive Council of Central University of Gujarat. Vidhi Chaudhri is Associate Professor in the Department of Media and Communication at Erasmus University Rotterdam where she teaches in the International Bachelor in Communication and Media (IBCoM), Master Media & Business (M&B), and supervises MA theses. Her teaching and research interests span a variety of topics in organizational communication and public relations, including corporate social responsibility (CSR), crisis communication and corporate reputation, social-mediated corporate communication, organizational rhetoric, and digital activism. Driven by her interest in bridging academic and industry, her approach to teaching and research combines conceptual knowledge with an applied perspective. Besides, she facilitates interactive workshops for students and professionals.Vidhi has a doctorate in organizational communication from Purdue University, USA. Her dissertation examining the meanings and manifestations of corporate social responsibility (CSR) among organizations in India was supported by a competitive grant from the Purdue Research Foundation (PRF). Her work is published in peer-reviewed journals such as *Management Communication Quarterly, Public Relations Review, The Journal of Corporate Citizenship, International Journal of Business Communication, and Corporate Communication: A International Journal*, among others. She is co-author of several book chapters and business case studies

• PrefacePrologueChapter 1: The New Anthem for Open Source Branding: Paradox of gaining resonance and ceding controlIntroductionThe Brand, The Branded and The BrandingAs the Truth Unfolds—‘Open Source Branding’Will social media “Just do it” for branding?Managing the New Branding ParadigmCo-creationStory TellingBrand EntificationManaging and Building Brand CommunitiesPrimary and Extended Brand CommunitiesAdvergaming – Second LifeCreating AvatarsBuilding Brand Loyalty‘I Will What I Want?—Online ThreatsMarching on with the ‘Crowd’Chapter 2: On - Demand Marketing: Social Selling, Customer Engagement and AdvocacyIntroductionCalling the Shots: Consumer is the KingA Consumer PerspectiveEvery Day a New Discovery: Creating Synergies and Value FusionCreating SynergiesA caveat: Influencing/SOCIAL SELLING in the B2B and B2C SpaceRules of engagementCrowdsourcing: A Tech Push or Market Pull?How are Organizations Leveraging Crowdsourcing?Does one Size Fit All? Braving the Millennial ChallengeChapter 3: Social Media @ Work: Employees as Reputation AgentsIntroductionFirst Things First: Setting the ContextEnterprise Social Media: What’s in it for Everyone?Social-mediated Employee EngagementThe Fuss about Social Media @ Work: Key Points of ContentionThinking about the Role of Employees: To Be or Not To Be?Blurred Boundaries: The Water Cooler Moves to Social MediaNegotiating the Loss of Control: Social Media GovernancePeople, Organizations, and Ethics?(Re)Kindling the Romance: The Role of Leadership and CultureChapter 4: Influence of Social Media on Crisis CommunicationIntroductionWhat Have Organizations to Lose?A Crisis is a Crisis is a Crisis? (Re)Thinking Crises in the New Media EnvironmentGaining Traction with DigitalDomino’s Pizza Gets a Taste of Social MediaKnow Thy StakeholderAdapt or Reinvent? Managing Digital CrisesAre There Only Risks or Also Opportunities?Making Sense of the Many VoicesChapter 5: Under the Microscope: Corporate Responsibility in a Social-Mediated EraIntroductionCSR, Sustainability, Shared Value….: Why Now?Corporate Communication of CSR: The Digital Age BeckonsTaking People Along: The ‘New Normal’ of CSRDialogue, Dialogue EverywhereThe Transformation of Stakeholders: Sitting Ducks to Roaring Lions?Light on the Horizon: Millennials Driving Corporate ConscienceGreenwashing: Going, Going, Gone?Nowhere to Hide: Transparent Leadership?Chapter 6: Measuring the $ Spend on Social MediaIntroduction“Can’t–Live-With-It-Can’t-Live-Without-It” – Then Why Measure?What are You Out to Track: Why and How?Data AnalysisConverting the $ Spend on Building Reputational CurrencyMaking a Case for Measuring Social Media ReturnsEpilogueIndex

Asha Kaul is Professor in Communications at the Indian Institute of Management, Ahmedabad (IIMA). She obtained her doctorate in stylistics from the Indian Institute of Technology, Kanpur in 1990. She was felicitated with the “Best Professor – Communications” award by the Golden AIM Awards in June, 2020. She has won the A. P. Chowdappa Memorial Award for Excellence in Communication in the Academic Sector and was also awarded the prize for being one of the best-selling authors of Prentice Hall of India for her book on Business Communication.  Presently Asha Kaul serves as an Independent Director on the Boards of HPCL-Mittal Energy Limited and HPCL-Mittal Pipelines Limited and is also a Member of the High-Level Committee for Centre of Excellence nominations by the Education Department, Government of Gujarat. Asha Kaul is also the President nominee to the Executive Council of Central University of Gujarat. Vidhi Chaudhri is Associate Professor in the Department of Media and Communication at Erasmus University Rotterdam where she teaches in the International Bachelor in Communication and Media (IBCoM), Master Media & Business (M&B), and supervises MA theses. Her teaching and research interests span a variety of topics in organizational communication and public relations, including corporate social responsibility (CSR), crisis communication and corporate reputation, social-mediated corporate communication, organizational rhetoric, and digital activism. Driven by her interest in bridging academic and industry, her approach to teaching and research combines conceptual knowledge with an applied perspective. Besides, she facilitates interactive workshops for students and professionals.Vidhi has a doctorate in organizational communication from Purdue University, USA. Her dissertation examining the meanings and manifestations of corporate social responsibility (CSR) among organizations in India was supported by a competitive grant from the Purdue Research Foundation (PRF). Her work is published in peer-reviewed journals such as *Management Communication Quarterly, Public Relations Review, The Journal of Corporate Citizenship, International Journal of Business Communication, and Corporate Communication: A International Journal*, among others. She is co-author of several book chapters and business case studies

• PrefacePrologueChapter 1: The New Anthem for Open Source Branding: Paradox of gaining resonance and ceding controlIntroductionThe Brand, The Branded and The BrandingAs the Truth Unfolds—‘Open Source Branding’Will social media “Just do it” for branding?Managing the New Branding ParadigmCo-creationStory TellingBrand EntificationManaging and Building Brand CommunitiesPrimary and Extended Brand CommunitiesAdvergaming – Second LifeCreating AvatarsBuilding Brand Loyalty‘I Will What I Want?—Online ThreatsMarching on with the ‘Crowd’Chapter 2: On - Demand Marketing: Social Selling, Customer Engagement and AdvocacyIntroductionCalling the Shots: Consumer is the KingA Consumer PerspectiveEvery Day a New Discovery: Creating Synergies and Value FusionCreating SynergiesA caveat: Influencing/SOCIAL SELLING in the B2B and B2C SpaceRules of engagementCrowdsourcing: A Tech Push or Market Pull?How are Organizations Leveraging Crowdsourcing?Does one Size Fit All? Braving the Millennial ChallengeChapter 3: Social Media @ Work: Employees as Reputation AgentsIntroductionFirst Things First: Setting the ContextEnterprise Social Media: What’s in it for Everyone?Social-mediated Employee EngagementThe Fuss about Social Media @ Work: Key Points of ContentionThinking about the Role of Employees: To Be or Not To Be?Blurred Boundaries: The Water Cooler Moves to Social MediaNegotiating the Loss of Control: Social Media GovernancePeople, Organizations, and Ethics?(Re)Kindling the Romance: The Role of Leadership and CultureChapter 4: Influence of Social Media on Crisis CommunicationIntroductionWhat Have Organizations to Lose?A Crisis is a Crisis is a Crisis? (Re)Thinking Crises in the New Media EnvironmentGaining Traction with DigitalDomino’s Pizza Gets a Taste of Social MediaKnow Thy StakeholderAdapt or Reinvent? Managing Digital CrisesAre There Only Risks or Also Opportunities?Making Sense of the Many VoicesChapter 5: Under the Microscope: Corporate Responsibility in a Social-Mediated EraIntroductionCSR, Sustainability, Shared Value….: Why Now?Corporate Communication of CSR: The Digital Age BeckonsTaking People Along: The ‘New Normal’ of CSRDialogue, Dialogue EverywhereThe Transformation of Stakeholders: Sitting Ducks to Roaring Lions?Light on the Horizon: Millennials Driving Corporate ConscienceGreenwashing: Going, Going, Gone?Nowhere to Hide: Transparent Leadership?Chapter 6: Measuring the $ Spend on Social MediaIntroduction“Can’t–Live-With-It-Can’t-Live-Without-It” – Then Why Measure?What are You Out to Track: Why and How?Data AnalysisConverting the $ Spend on Building Reputational CurrencyMaking a Case for Measuring Social Media ReturnsEpilogueIndex

Asha Kaul is Professor in Communications at the Indian Institute of Management, Ahmedabad (IIMA). She obtained her doctorate in stylistics from the Indian Institute of Technology, Kanpur in 1990. She was felicitated with the “Best Professor – Communications” award by the Golden AIM Awards in June, 2020. She has won the A. P. Chowdappa Memorial Award for Excellence in Communication in the Academic Sector and was also awarded the prize for being one of the best-selling authors of Prentice Hall of India for her book on Business Communication.  Presently Asha Kaul serves as an Independent Director on the Boards of HPCL-Mittal Energy Limited and HPCL-Mittal Pipelines Limited and is also a Member of the High-Level Committee for Centre of Excellence nominations by the Education Department, Government of Gujarat. Asha Kaul is also the President nominee to the Executive Council of Central University of Gujarat. Vidhi Chaudhri is Associate Professor in the Department of Media and Communication at Erasmus University Rotterdam where she teaches in the International Bachelor in Communication and Media (IBCoM), Master Media & Business (M&B), and supervises MA theses. Her teaching and research interests span a variety of topics in organizational communication and public relations, including corporate social responsibility (CSR), crisis communication and corporate reputation, social-mediated corporate communication, organizational rhetoric, and digital activism. Driven by her interest in bridging academic and industry, her approach to teaching and research combines conceptual knowledge with an applied perspective. Besides, she facilitates interactive workshops for students and professionals.Vidhi has a doctorate in organizational communication from Purdue University, USA. Her dissertation examining the meanings and manifestations of corporate social responsibility (CSR) among organizations in India was supported by a competitive grant from the Purdue Research Foundation (PRF). Her work is published in peer-reviewed journals such as *Management Communication Quarterly, Public Relations Review, The Journal of Corporate Citizenship, International Journal of Business Communication, and Corporate Communication: A International Journal*, among others. She is co-author of several book chapters and business case studies

• PrefacePrologueChapter 1: The New Anthem for Open Source Branding: Paradox of gaining resonance and ceding controlIntroductionThe Brand, The Branded and The BrandingAs the Truth Unfolds—‘Open Source Branding’Will social media “Just do it” for branding?Managing the New Branding ParadigmCo-creationStory TellingBrand EntificationManaging and Building Brand CommunitiesPrimary and Extended Brand CommunitiesAdvergaming – Second LifeCreating AvatarsBuilding Brand Loyalty‘I Will What I Want?—Online ThreatsMarching on with the ‘Crowd’Chapter 2: On - Demand Marketing: Social Selling, Customer Engagement and AdvocacyIntroductionCalling the Shots: Consumer is the KingA Consumer PerspectiveEvery Day a New Discovery: Creating Synergies and Value FusionCreating SynergiesA caveat: Influencing/SOCIAL SELLING in the B2B and B2C SpaceRules of engagementCrowdsourcing: A Tech Push or Market Pull?How are Organizations Leveraging Crowdsourcing?Does one Size Fit All? Braving the Millennial ChallengeChapter 3: Social Media @ Work: Employees as Reputation AgentsIntroductionFirst Things First: Setting the ContextEnterprise Social Media: What’s in it for Everyone?Social-mediated Employee EngagementThe Fuss about Social Media @ Work: Key Points of ContentionThinking about the Role of Employees: To Be or Not To Be?Blurred Boundaries: The Water Cooler Moves to Social MediaNegotiating the Loss of Control: Social Media GovernancePeople, Organizations, and Ethics?(Re)Kindling the Romance: The Role of Leadership and CultureChapter 4: Influence of Social Media on Crisis CommunicationIntroductionWhat Have Organizations to Lose?A Crisis is a Crisis is a Crisis? (Re)Thinking Crises in the New Media EnvironmentGaining Traction with DigitalDomino’s Pizza Gets a Taste of Social MediaKnow Thy StakeholderAdapt or Reinvent? Managing Digital CrisesAre There Only Risks or Also Opportunities?Making Sense of the Many VoicesChapter 5: Under the Microscope: Corporate Responsibility in a Social-Mediated EraIntroductionCSR, Sustainability, Shared Value….: Why Now?Corporate Communication of CSR: The Digital Age BeckonsTaking People Along: The ‘New Normal’ of CSRDialogue, Dialogue EverywhereThe Transformation of Stakeholders: Sitting Ducks to Roaring Lions?Light on the Horizon: Millennials Driving Corporate ConscienceGreenwashing: Going, Going, Gone?Nowhere to Hide: Transparent Leadership?Chapter 6: Measuring the $ Spend on Social MediaIntroduction“Can’t–Live-With-It-Can’t-Live-Without-It” – Then Why Measure?What are You Out to Track: Why and How?Data AnalysisConverting the $ Spend on Building Reputational CurrencyMaking a Case for Measuring Social Media ReturnsEpilogueIndex