An increasing number of consumers are turning to the Internet to make their purchases. Yet, many e‐tailers are going out of business or retrenching. If e‐tailers hope to attract and retain satisfied online shoppers, they need to know what evaluative criteria consumers use when selecting an...

Purpose: The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’...

Purpose: In the age of transparency, nonprofit organizations have attempted to raise awareness of unethical business practices through diverse social media platforms, putting firms under great pressure to incorporate sustainability in their operations. Focusing on the issue of animal cruelty...

Purpose: Brand online social networking (BOSN) is a novel marketing phenomenon in which companies initiate and cultivate relationships with their customers through online social networking (OSN) sites. Because of its openness to the public, BOSN is distinct from a traditional brand community....

Purpose: This study aims to identify key motivation factors for consumers’ social search and examine the role of flow in the process. This study assessed how content quality (i.e. visual aesthetics, textual information and timeliness) and system quality (i.e., intuitiveness and interactivity)...