Consumers daily generated massive information since they got connected in the digital network, and the user-generated content environment using Web 2.0 technology, e.g. social media, whilst firms as the goods producers also utilized social media as an instrument for attempting to connect and...

Purpose – This study explores the factors of telecom branding in Pakistan. Design/methodology/approach – Survey methodology was used to collect the data and a total of 238 mobile phone users were interviewed for their telecom brand preferences. Findings – Exploratory factor analyses and...

This study highlights the contribution of the role of social media in supporting customer involvement for service innovation. It is commonplace that many service firms and processes have characteristics that differ from manufacturing. Analyzing the literature, we note that there are many...