Purpose – The current increase in social media activity related to brand–consumer interactions is progressively influencing the manner in which brands and their customers communicate. Whereas this attention to social media is warranted, researchers and brand managers must also recognize that...

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...