Purpose – Given the dramatic technology‐led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer...

This qualitative study explored the factors affecting mobile marketing acceptance and adoption. Unlike existing studies that investigated the mobile marketing adoption factors from the end users' perspective, this study has explored the challenges, opportunities, and implications of the state of...

Purpose – Business and academia alike have become aware of the crucial role of customer‐to‐customer interactions. Facilitated by the increasing customer connectedness through online media possibilities, companies need to understand how customers influence each other and how to manage these...

Purpose – The purpose of this paper is to investigate how the service constellation perspective affects innovation strategies and potentially contributes to the innovation literature, proposing a research agenda. Design/methodology/approach – By analyzing the notion of a service...