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Social media has significantly impacted the value creation processes within the consumer–brand relationship. This study aims to examine value formation processes within a cosmetics social media brand community and to establish the types of value formation associated with different categories of interactions within a social media brand community.

The research adopted a netnographic approach and followed the operational protocols of netnography. Conversations in one large cosmetics social media brand community were observed and downloaded for analysis over a two-month period. Examples of value-creation and formation processes were identified using netnographic interpretative procedures to develop higher-order themes.

The findings supported the creation of a “Consumer and brand value creation and co-creation framework” highlighting disparate value types within the following interactions: consumer-to-consumer; brand-to-consumer; and consumer-to-brand. The identified value types were specific to the actors (i.e. consumers and brands) involved in value formation processes. The analysis also revealed consumers’ ability to independently generate value through direct interaction with a social media brand community and the brands’ role in supporting consumers in value formation through value facilitation.

The pivotal role of disparate actors’ interactions in value formation processes is highlighted, alongside the autonomous ability to form value with the aid of resources stored and shared within the social media brand community. The network of interactions and value-creation processes contribute to a holistic understanding of the interactions in a social media brand community. Furthermore, the research explores and highlights the emerging role of social media brand communities as “value vestiges”.

The purpose of this paper is to offer a consumer‐centric perspective on experiences and interactions that is consistent with the foundational premises of the service‐dominant logic of marketing, and which incorporates an increased understanding of the value derived from consumer‐to‐consumer (C2C) interactions.

The paper offers a reoriented framework and process consumer experience modeling (CEM) for analyzing consumer interactions in experience domains. CEM uses qualitative analysis methods and software, underpinned by constructs relating to first‐, second‐ and third‐order interactions undertaken by consumers. It is illustrated with reference to the “gap year travel” experience domain.

The approach offers a means for identifying value enhancers and inhibitors for consumers. It provides, for organizations, a representation of consumer perspectives on interactions, giving due regard to C2C interactions. The example of the gap year travel experience demonstrates how this information can be used to inform the nature and emphasis of future marketing initiatives of organizations that are operating within the experience domain.

The framework and some of its key concepts require verification in other experience domains to test their robustness. The increased availability of consumer “voice” data (via blogs, etc.) offers great opportunities for the development of consumer‐centric approaches to experience analysis.

This work represents one of the first reported attempts to adopt an empirical approach to issues that have been raised by the foundational premises of the service‐dominant logic of marketing, and consider, and provide a structure to interactions and experiences from a consumer perspective.

The purpose of this paper is to examine how types of virtual brand community (VBC) benefits influence VBC loyalty through specific types of interaction.

The study targeted 250 brand community users to conduct an empirical analysis using SPSS 19.0.

Consumers’ perceived benefits (functional, experiential, and symbolic) were found to be the leading variables in inducing consumer loyalty. Brand community managers should not focus only on the benefits offered by the brand community, but also on how these benefits can be associated with human-to-computer and consumer-to-consumer (C2C) interaction.

The virtual community (VC) has an important role as a marketing tool. As the VC within the virtual space has gradually been increasing, its importance has grown as well, therefore making research studies on heightening members’ brand community site loyalty important.

This study broadens and contextualizes our understanding of what type of VBC interaction can be further activated in the process of enhancing the members’ VBC loyalty, which is affected by consumers’ perceived benefits.

To influence consumer pre-purchase decision-making processes, such as brand selection and perceived brand experience, brands are interested in adopting hyperconnected technological stimuli, such as artificial intelligence, augmented reality (AR), virtual reality, social media and tech devices. However, the understanding of different hyperconnected touchpoints remained shallow and results mixed in previous literature, despite the fact that these touchpoints span different technological interfaces/devices and may influence consumer brand selection. This paper aims to solidify the conceptual underpinnings of the role of online hyperconnected stimuli, which may influence consumer psychological reactions in terms of brand selection and experience.

This paper is conceptual and presents a discussion based on extant literature from various international publishers.

The authors revealed different technological stimuli in the online hyperconnected environment that may influence consumer online hyperconnected brand selection (OHBS), perceived online hyperconnected brand experience (OHBE), perceived well-being and behavioral intention.

The conceptual understanding of OHBS and perceived OHBE was mixed and inconsistent in previous studies. This paper brings together extant literature to establish the conceptual understanding of antecedents and outcomes of OHBS, i.e. perceived OHBE, perceived well-being and behavioral intention, and presents a cohesive conceptual framework.

By the end of this chapter, you should be able to demonstrate an understanding of:

The way in which consumers use mobile devices to engage with fashion retailers online.

What external and internal stimuli can be used to engage with consumers and encourage online interaction?

The lens in with the Stimulus–Organism–Response (SOR) model is applied to understand consumer behaviour.

How marketing can used both to trigger consumption activities and to encourage more sustainable behaviours?

This study examines the relationship between streamers' product descriptions, customer comments and online sales and focuses on the moderating effect of streamer–viewer relationship strength.

Between June 2021 and April 2022, the structured data of 965 livestreaming and unstructured text data of 42,956,147 characters from two major live-streaming platforms were collected for the study. Text analysis and regression analysis methods were employed for data analysis.

First, the authors' analysis reveals an inverted U-shaped relationship between comment length and product sales. Notably, comment volume and comment emotion positively influence product sales. Furthermore, the semantic richness, emotion and readability of streamers' product descriptions also positively influence product sales. Secondly, the authors find that the strength of streamer–viewer relationship weakens the positive effects of comment volume and comment emotion without moderating the inverted U-shaped effect of comment length. Lastly, the strength of streamer–viewer relationship also diminishes the positive effects of emotion, semantics and readability of streamers' product descriptions on product sales.

This study is the first to concurrently examine the direct and interactive effects of user-generated content (UGC) and marketer-generated content (MGC) on consumer purchase behaviors in livestreaming e-commerce, offering a novel perspective on individual decision-making and cue utilization in the social retail context.

It is unclear what constitutes the tourism live streaming (TLS) servicescape and how it affects users' travel intention (TI). The study aims to explore the composition of the TLS servicescape, the influence mechanism of the TLS servicescape on users' TI and the formation of users' TI.

Based on stimulus organism response theory (SOR), we develop a mediation model to explore the influence of TLS servicescape on users' TI. This study collected data from 432 Chinese TLS users through an online questionnaire, and we used the structural equation model and the SPSS PROCESS macro to test the proposed model. In addition, we tested the variable relationships using fuzzy-set qualitative comparative analysis (fsQCA).

TLS servicescape is a second-order variable that can be categorized into physical element (PE), social element (SOE), symbolic element (SYE) and natural element (NE). TLS servicescape influences TI by affecting social presence (SP) and customer engagement (CE). The fsQCA reveals seven combinations of PE, SOE, SYE, NE, SP and CE that form a high TI for TLS users.

Using multiple data analysis methods, the study emphasizes the significance of the TLS servicescape for TLS. It explores how to evoke users' TI in TLS and provides a reference for TLS marketing.

There is a lack of research proving how electronic word-of-mouth (eWOM) is a valuable source of information in the hospitality industry for developing hotels' intellectual capital. To fill this gap, this study aims to examine hotel managers' decision-making processes regarding the acceptance and management of eWOM and its impact on the Italian hotel ecosystem.

This work takes advantage of the previous contributions to present a hotel's decision-making process model regarding structural capital. It includes eWOM as a context variable and changes implemented as a dependent variable in a comprehensive model. The structural equation modelling applies to a database obtained through a survey addressed to Italian hotel managers.

The results show that eWOM plays an essential role in managers' motivations to explain hotel changes implementation. The hotel leverages eWOM information and interaction through structural, relational and human capital to enhance products, services and strategies.

This work contributes to the extant literature by providing a comprehensive framework to explain the consequences of eWOM knowledge management from the intellectual capital view in the Italian hotel ecosystem.

For practitioners, this research demonstrates how hotel managers should accept and manage eWOM knowledge through intellectual capital to make determinant decisions that improve hotel performance.

There is a scarcity of research on modelling the acceptability and management of eWOM in the hotel ecosystem from practitioners' perspectives. This work is the first attempt to determine how eWOM knowledge management boosts hotel intellectual capital and improves service innovation and performance.

The core purpose of this study was to determine the extent to which web portal technology and online communities could be successfully applied by the alumni offices of higher education institutions in South Africa (using the University of Johannesburg as a case study) to create information‐sharing with and amongst its alumni affinity groups, in order to build and maintain valuable relationships, networks and partnerships.

This research project falls under Pasteur's quadrant of use‐inspired research. Using quantitative empirical research, a total number of 10,380 questionnaires was distributed to graduates of the University of Johannesburg at the Autumn graduation ceremonies in April 2006, thereby making it a self‐selecting, purposeful (purposive) and convenient sample.

Based on the literature study, the results of the empirical research and the case study, the final conclusion made from this research project is that an online community portal can enhance to a large extent the networking of alumni in the South African higher education sector. In addition, the research data collection instrument is transferable to a number of other higher education settings. In particular, the user‐centric information resource questions provide useful insights into alumni information‐seeking behaviour and needs.

Due to the University of Johannesburg Alumni being used as a case study for this research project, the research findings are tailored for implementation by this entity. However, the processes that were followed for this research project in terms of conducting a needs analysis with regard to the information needs of the alumni target audience and the types of questions that were posed could be guiding principles for other South African higher education sector (SAHES) institutions that want to develop such a tool for managing their alumni's information needs. In addition, the framework for the study predicts continuing alliances among academic services, placement services, library services, and fund development on higher education campuses.

The paper should prove useful to other academic institutions since it develops a helpful tool to assist in managing alumni networking behaviour, needs and resources.

Drawing on the theoretical domain of speech act theory (SAT) and a discussion of its suitability for setting the agenda for social media research, this study aims to explore a range of research directions that are both relevant and conceptually robust, to stimulate the advancement of knowledge and understanding of online verbatim data.

Examining previously published cross-disciplinary research, the study identifies how recent conceptual and empirical advances in SAT may further guide the development of text analytics in a social media context.

Decoding content and function word use in customers’ social media communication can enhance the efficiency of determining potential impacts of customer reviews, sentiment strength, the quality of contributions in social media, customers’ socialization perceptions in online communities and deceptive messages.

Considering the variety of managerial demand, increasing and diverging social media formats, expanding archives, rapid development of software tools and fast-paced market changes, this study provides an urgently needed, theory-driven, coherent research agenda to guide the conceptual development of text analytics in a social media context.