Over recent years, organizations have started to capitalize on the significant use of Big Data
and emerging technologies to analyze, and gain valuable insights linked to, decision …

The brand community built by social networking sites (SNSs) promotes efficiency in modern
marketing. However, building consumer-brand relationships through an SNS brand …

This paper aims to investigate the omni-channel shopping value (SV) by proposing and
empirically testing an omni-channel SV model based on SV literature and omni-channel …

To better understand how big data interconnects firms and customers in promoting value co-
creation, we propose a theoretical framework of big data-based cooperative assets based …

This study investigates the mediating effect of brand experience on the relationship between
customer motivation and engagement behavior and conceptualizes customer motivation …

As omnichannel shopping behavior becomes increasingly popular among consumers, how
to leverage the respective advantages and synergies of online and offline channels to retain …

This article proposes a taxonomy of online consumption communities in order to address
this rather ambiguously conceptualised research field. Specifically, intercommunity …

From parenting to health and wellness, the number of virtual support communities (VSCs)
keeps growing. The interactive marketing discipline has primarily documented the positive …

Public deliberation on the Internet is a promising but unproven practice. Online deliberation
can engage large numbers of citizens at relatively low cost, but it is unclear whether such …

The benefits of virtual communities in increasing firms' profits, instilling knowledge in
consumers, and enhancing consumers' social experience and enjoyment are widely …