With the expansion of Internet as a tool for exchanging information, companies include in their websites a virtual space to share information among users. This study explores the characteristics of
The recent expansion of new technologies offers many opportunities for brand building. This paper adds to the extant literature by investigating the determinants of the success of brand social
Experimental designs often are analyzed using a Repeated Measures ANOVA. Yet, this method does not suffice to describe all variance in a crossed effects experiment. Responses are generated from the
The ability to estimate attribute-based preferences of individual customers is crucial for a wide variety of marketing tasks. However, the scarcity of Big Data arrays prohibits such estimation in
Understanding competition is essential for every firm. Unfortunately, information on who competes with whom is scarce. Traditional research approaches such as surveys and panels are time consuming,