Purpose: Omnichannel consumers are more proactive, engage in longer shopping journeys and share their experiences. However, their postpurchase behavioral responses remain understudied. This paper aims to examine how a seamless omnichannel environment can contribute to a...

Creating and developing a firm-hosted virtual brand community forms part of a relationship marketing strategy; therefore, it makes sense to evaluate its effectiveness in terms of relational outcomes. In an attempt to know how marketers can foster the relationship with the brand through virtual...

Purpose: Nowadays some consumers consider themselves as “omnichannels” – they combine both physical and digital channels expecting a seamless shopping experience – since they view their shopping process from a multiple-channel viewpoint. Giving that situation, the aim of this paper is...

Purpose: This paper aims to attempt to understand the extent to which the effect of motivations on purchase intention varies for diverse segments of video gamers (depending on their personality). Design/methodology/approach: Information was collected from 511 Spanish video game consumers....