The current context underscores the growing importance of online formats, prompting managers to focus on creating … positive online experiences. This qualitative study examines seven types of online Airbnb experiences using a grounded theory … in Airbnb's online experiences: mystical, spatio-temporal, and physical. The results suggest that, while these dimensions …

Purpose Few studies have explained how and when consumers are willing to engage in online brand-related activities … (COBRAs). This study examines the role of brand love in a consumer's decision to engage in online brand-related activities … the moderating role of brand value in the relationship between brand engagement and COBRAs. The results show that online …

complemented by web and social intelligence activities. Through web, social media listening and intelligence activity, online …