Purpose: Social media bring about the imagery of people, places and products. Showing particular success in attracting women and millennials, these media (e.g. Instagram, Snapchat and Pinterest) are built around imagery consumption. This paper follows a qualitative theory building approach to...

Purpose The purpose of this paper, building on the media richness theory (MRT), is to propose that while communicating product information via streaming video should enhance outcome measures, such an enhancement will be evident mainly for users with equivocal, latent goals (i.e. recreational...

The Pareto Principle, known as the 80/20 rule, predicts that most sales generate from a minority of buyers. Further, consumer theory stipulates certain shoppers have a preference to consume experience versus tangible goods. Some people value the consumption of experience due to lifestyle and...

The Pareto Principle, known as the 80/20 rule, predicts that most sales generate from a minority of buyers. Further, consumer theory stipulates certain shoppers have a preference to consume experience versus tangible goods. Some people value the consumption of experience due to lifestyle and...