In this ebook we are pleased to introduce some interesting and ground-breaking research on the topics of social media, branding, brand engagement, and the phenomenon of co-creation. In keeping with the broad-based philosophy of QMR, the articles in this ebook are similarly diverse, covering a range of substantive areas and qualitative methodologies. The articles create awareness and stimulate thinking about the wide-ranging impact and influence of social media, including social network sites (SNSs), on marketing in general, and brand strategies in particular.