Purpose Social networks offer consumers the ability to voice their opinions of brands in a real-time, public setting. This represents a unique challenge for firms as brand managers must develop new strategies for properly communicating with consumers, especially in the event of a service...

Purpose This research investigates new innovative service models that provide opportunities for hearing and deaf individuals to switch roles within a co-created service encounter to allow for an enhanced perspective-taking experience. The purpose of this paper is to gain an in-depth...