Purpose – The purpose of this paper is to investigate how source, network, relationship, and message/content factors affect how consumers respond to a word‐of‐mouth (WOM) communication in an online social network. Design/methodology/approach – Hypotheses were addressed using two online...

Purpose – The purpose of this paper is to examine the legal concepts and theories that are useful in protecting a brand from harmful and unauthorized social media use by third parties. Design/methodology/approach – Qualitative research of articles, news stories, court decisions and statutes...

Purpose – The purpose of this paper is to investigate the relative impact of brand communication on brand equity through social media as compared to traditional media. In a juxtaposition of different industries it aims at: investigating whether both communication instruments have an impact on...

Purpose – The purpose of this paper is to test the effectiveness of the mere integration of social network applications to provide a signal concerning the “trustworthiness” of an unfamiliar e‐vendor in order to enhance subsequent purchase intentions. Design/methodology/approach – To...

Purpose – Customer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study the effect of customer engagement behaviors on perceived relationship benefits and relationship outcomes....