Rohm, Andrew; D. Kaltcheva, Velitchka; R. Milne, George - In: Journal of Research in Interactive Marketing 7 (2013) 4, pp. 295-311
Purpose – Online social media are dramatically changing the ways in which firms and their consumers interact. The purpose of this paper is to analyze the role of social media platforms such as Facebook and Twitter among younger consumers (“digital natives”) in their interactions with...
