Social media applications like Twitter, Facebook or LinkedIn have gained importance not only for private people but also for businesses. Our objective is to examine the extent to which the exporting
Brand managers who are able to understand how social media is evolving first have an advantage over those who are slower to understand what their followers are doing. Despite the advantage such
This research provides insights into the effects of both owned (i.e., firm’s social media platform) and earned social media (i.e., consumer-initiated interactions with the firm on other social
In this paper we describe three experiments comparing customer responses to complex prices between four services: banking, flights, health clubs, and mobile communication. The first study analyzes
Health care customers increasingly use digital environments to take an active role in the creation of an optimal service experience. In online communities, patients share ideas, information and