QQ, the largest virtual community in China, generates relational social capital that facilitates social shopping behaviours across channels. Based on social capital theory, this study assesses how social identification and knowledge creation influence social shopping behaviours; and how purchase...

Purpose – The purpose of this paper is to examine how sensory, cognitive, affective experiences affect relational brand experience in regards to different channels (i.e. online vs store), how relational brand experience influences brand awareness and brand loyalty. Design/methodology/approach...