Kolo, Castulus; Widenhorn, Stefan; Borgstedt, Anna-Lena; … - In: International Journal of Online Marketing (IJOM) 8 (2018) 2, pp. 27-44
This article describes how today, social media enable users to comment on brands in a multitude of ways. Although it is undoubted that this can have a substantial influence on the way brands impact on consumers, comparatively little is known about what motivates consumers to recommend brands in...