Purpose: The purpose of this paper is to present knowledge acquired through examining three cruise lines’ social media strategies over a three-year period, analyzing the network structures involved and demonstrating the value of the STAR (storytelling, triggers, amusement and reaction) model...

Purpose: The digital relationship between brand and users, and brand and endorsers has been analyzed from different angles. The purpose of this paper is to investigate how these three elements co-create online the brand personality of the firm, through user-generated content....