Purpose: This paper aims to develop and empirically test a theoretical framework of consumer engagement with brands on Twitter. Design/methodology/approach: Depth interviews were conducted to gain initial insights into consumer engagement on Twitter. Using a blend of the extant literature and...

E-readers, or devices designed primarily for reading e-books, are taking the world by storm. Several papers in library studies and education have examined e-book consumption for academic reading. However, no previous marketing study has investigated consumers’ adoption of e-readers for...

The Technology Acceptance Model (TAM) aims to understand consumers’ adoption of new technologies. Some 30 years after TAM was first proposed, it is still widely used today. This paper proposes an extended version of the TAM, with the primary addition to it being the construct of consumers’...