Enabled by the Internet-Web compound, co-creation of value by consumers has emerged as
a major force in the marketplace. In sponsored co-creation, which takes place at the behest …

The second-generation Web has amplified and extended new ways of online
communication. Millions of people now interact through blogs, collaborate through wikis …

Prior studies have shown that gratifications exert significant effects on the sustained use of
an information system by individuals. However, the roles of different gratifications vary in …

The extended self was proposed in 1988. Since it was formulated, many technological
changes have dramatically affected the way we consume, present ourselves, and …

Social media websites such as Facebook, YouTube and Twitter provide unlimited means for
internet users to interact, express, share and create content about anything, including …

Brands and word of mouth (WOM) are cornerstones of the marketing field, and yet their
relationship has received relatively little attention. This study aims to enhance understanding …

This study examines the roles of the gratifications sought and of narcissism in content
generation in social media and explores the generational differences in motivations and in …

In this paper we report research results investigating microblogging as a form of electronic
word‐of‐mouth for sharing consumer opinions concerning brands. We analyzed more than …

This article investigates—and compares—the effects of brand publicity in social and
“traditional” digital media. In an analysis of consumer responses to identical brand publicity …

Microblogging is a new form of communication in which users can describe their current
status in short posts distributed by instant messages, mobile phones, email or the Web …