Miranda, Francisco Javier; Rubio, Sergio; Chamorro, Antonio - In: International Journal of E-Business Research (IJEBR) 10 (2014) 3, pp. 18-35
The rise of Web 2.0 tools and mobile devices means that the image of the traditional consumer has to be replaced with an active, permanently connected, consumer who uses the Internet to find information about brands and to share opinions and shopping experiences with other consumers – a...