Purpose – Improving the commercial success rate of innovations requires alternative approaches based on social science methodologies for identifying subtle, emerging changes in consumer needs and behaviors. The purpose of this paper is to address this call by proposing trend spotting to guide...

Purpose Online brand communities (OBCs) are an effective avenue for brands to engage consumers. While engaging with the brand, consumers simultaneously interact with other OBC members; thus engaging with multiple, interrelated engagement objects concurrently. The purpose of this paper is to...