This paper explores the implicit assumption in the growing body of literature that social media usage is fundamentally different in business-to-business (B2B) companies than in the extant business-to-consumer (B2C) literature. Sashi's (2012) customer engagement cycle is utilized to compare organizational practices in relation to social media marketing in B2B, B2C, Mixed B2B/B2C and B2B2C business models. Utilizing 449 responses to an exploratory panel based survey instrument, we clearly identify differences in social media usage and its perceived importance as a communications channel. In particular we identify distinct differences in the relationship between social media importance and the perceived effectiveness of social media marketing across business models. Our results indicate that B2B social media usage is distinct from B2C, Mixed and B2B2C business model approaches. Specifically B2B organizational members perceive social media to have a lower overall effectiveness as a channel and identify it as less important for relationship oriented usage than other business models.

Purpose The purpose of this paper is to contribute to an understanding of the role of social media in negotiating and managing identity for transient migrants relating to the home and host culture during the acculturation process. Design/methodology/approach Focussing on international students in the UK, this paper reports on findings from a qualitative study involving interviews with 27 transient migrants about their social media use and the negotiation of their identity online. Findings This paper highlights the multifaceted role that social media plays in the identity negotiations of transient migrants and it offers three theoretical contributions. First, the authors show that social media serves as a medium, consequence and determinant of identity. Second, provide four strategies for identity management are provided: boundary management, access management, online content management and offline content management. Third, contextualised support is provided for a reciprocal relationship between the different identity-related roles played by social media. Research limitations/implications The paper highlights the complex role of social media for identity within the acculturation process for transient migrants. Identity contestation may be salient for young student migrants, especially where there is a large cultural distance between the home and host culture. Identity negotiations and struggles may not be salient with older migrants or migrants who have migrated for different reasons or where there is a small cultural distance between the home and host culture. Practical implications This paper offers recommendations for social media site designers for enhancing the users experience during acculturation by guiding the navigation with identity management strategies as well as to highlight the possible predicaments of not managing their identity online. Originality/value Based on qualitative research with transient migrants using social media during acculturation, the paper provides a theoretical model of the role and reciprocal relationship of social media for identity, serving the role as a medium, consequence and determinant. The paper incorporates four identity management strategies that migrants can use on social media.

2 PurposeAcquiring 'Likes' for a political party or candidate's Facebook pages is important for political marketers. For consumers these 'Likes' are conspicuous, making their political affiliation visible to their network. Our study examines the roles of the undesired socialself and visibility (conspicuous vs. inconspicuous) in predicting consumers' intention to 'Like' political brands. We extend knowledge on the undesired social-self, transference of theory from general marketing to a political domain and provide practical advice for political marketers engaging social network sites. Design/methodology/approachWe gather data from two surveys run with Facebook using electorates in the run up to the UK 2015 and US 2016 elections (n = 1,205) on their intention to 'Like' political brands under different visibility conditions. FindingsData supports the theorized relationship of the undesired social-self with social anxiety intention to 'Like' when 'Liking' is conspicuous. However also indicates that all users -irrespective of proximity to the undesired social-self -prefer to 'Like' inconspicuously. 3 Research limitations/implicationThe research is limited by the generalizability of the specific context and the use of selfreport measures. Practical implicationsPolitical marketers should reconsider promoting conspicuous consumption for that which is more inconspicuous. OriginalityWe provide the first examination of the undesired social-self in driving behavior under different visibility conditions. Furthermore we challenge the extension of existing knowledge of the self-concept within political marketing, based on the 'norm' for consumers' to avoid disclosing political views publically.

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