Online brand communities are a double-edged sword; providing marketing managers with numerous opportunities to engage with their customers as well as pose serious threats that arise from online consumer empowerment. However, scholars seem to review only the positive aspects; thus, its lesser...

Prior research on social networks and consumer technology usage has used diverse theoretical frameworks to study the extent to which social networks, in their various forms, are related to consumer technology usage. However, the adoption and utilization of these theoretical frameworks has led to...

Social shopping has been increasing its impact on e-commerce, motivating companies to rethink their product or service marketing strategies. Also, academics from various countries, aware of this growth, seek, through their scientific publications in various journals, to present studies that...