Focusing on the mobile phones sector, this study explores how the social networking site ‘Facebook' is used by consumers in their purchasing. Although there is extensive work on the influences on the buying decision process relevant to mobile phone purchasing, it is mainly set outside of a...

Purpose: The aim of this paper is to examine the extent of value co-creation activity that exists in online brand communities. The approach was to use elements of practice theory to analyse the member-to-member Adult Fans of Lego (AFOL) community Design/methodology/approach: The method adopted...

Purpose: The purpose of this paper is to understand the role played by tacit knowledge in marketing decision making in small and medium-sized enterprises (SMEs) and to extrapolate the ramifications, in terms of practice and theory generation. Design/methodology/approach: To provide support for...