Purpose–The purpose of this paper is twofold. First, to provide an overview of postmodern
marketing in the consumer context, integrating the relevant literature around two contrary …

Since the first paper on brand communities published in 2001, academic research on the
area has accumulated substantially. To gain insight into the status and dynamics of this field …

This study investigates the factors contributing to community participation in a World
Heritage Site (WHS) using Motivation, Opportunity, and Ability (MOA) model. We examined …

The explosive growth in the use of social media has evoked a “gold rush”–like response
from organizations. However, firms in general, and salespeople in particular, are uncertain …

To analyse the power that a virtual brand community exerts over a brand of a mass‐
marketed convenience product. To draw implications about the strategy that a company can …

Social networking sites (SNS) offer brands the ability to spread positive electronic Word of
Mouth (eWOM) for the purposes of building awareness and acquiring new customers …

The purpose of this paper is to explore collaboration in open innovation (OI) communities.
The paper focuses on the following two research problems: how can users be motivated to …

Purpose This paper aims to propose user experience sharing (UES) as a customer-based
initiation of value co-creation pertaining to service provision, which represents customers' …

Occupant behavior has a significant impact on building energy consumption. To reduce
energy use in office buildings, various intervention strategies have been investigated to …

The study applied the motivation, opportunity, and ability (MOA) theory and the concept of
involvement in exploring travelers' behaviors in hotel social media pages. An online survey …