Stories, and their ability to transport their audience, constitute a central part of human life and consumption experience. Integrating previous literature derived from fields as diverse as anthropology, marketing, psychology, communication, consumer, and literary studies, this article offers a...

The purpose of this study is to examine the relational norms that determine social capital-an intangible resource embedded in and accumulated through a specific social structure. The social structure examined in this study is a virtual community created through text-based conversations oriented...