Purpose: The purpose of this paper is to assess whether or not electroencephalography (EEG) provides a valuable and substantial contribution to the prediction of consumer behaviour and their preferences during product consumption. In this study, the authors especially focus on individual...

Purpose: The purpose of this article is to obtain an in-depth insight into the nature and impact of customers´ cocreation experiences in online communities and the effects of customer cocreation on innovation processes. Design/methodology/approach: This study is focused on an online cocreation...

The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions...

Purpose – The purpose of this paper is to study factors affecting the acceptance of social networking sites (SNS), analyze users' practices and behavior in these environments and assess the degree of acceptance of SNS in The Netherlands. Design/methodology/approach – An extended technology...

Purpose – Various developments in the marketing terrain in combination with the emergence of a new breed of information and communication technologies have been constantly transforming market dynamics and customer behavior over the last two decades. The purpose of this article is to explain...

This paper reviews a number of theoretical issues dealing with the strategic management process in fast‐evolving, uncertain environments and examines the fit between theory and practice by means of two case studies, two successful dot.com incumbents from the first generation of Internet...