Purpose: In the age of digital media, customers have access to vast digital information sources, within and outside a company's direct control. Yet managers lack a metric to capture customers' cross-media exposure and its ramifications for individual customer journeys. To solve this issue, this...

Purpose – The purpose of his paper is to define the role of cyber‐intermediaries based on several theories such as transaction cost analysis, agency, social exchange, and relationship marketing. Design/methodology/approach – This is a conceptual piece that uses arguments from...