Purpose Most customers want to interact, whether on social networks or on company websites. This study aims to examine the relationship between customer-to-customer (C2C) interaction and value, considering the roles of social anxiety and the retail environment. Design/methodology/approach This...

In this paper, we develop an analytical approach to modeling consumer response to banner ad exposures at a sponsored content Web site that reveals significant heterogeneity in (unobservable) click proneness across consumers. The effect of repeated exposures to banner ads is negative and...