Purpose – Over the past few years, social networking sites (SNSs) have become very useful for firms, allowing companies to manage the customer–brand relationships. In this context, SNSs can be considered as a learning tool because of the brand knowledge that customers develop from these...

Purpose – Social networking sites (SNS) enable users to create their own public profiles within a web site. In recent years, there has been an increase in the number of people spreading misleading information or rumours (i.e. counter-knowledge) about friends and other people thanks to social...