Advances in information technologies enable firms to collect detailed consumer data and target individual consumers with tailored ads. Consumer data is among the most valuable assets that firms own. An interesting phenomenon is that competing firms often trade their consumer data with each...

This study investigates two critical research questions: (1) how is consumers’ electronic word-of-mouth (e-WOM) behavior influenced by firms’ strategic actions, and (2) how does consumers’ e-WOM behavior mediate the relationship between strategic actions and firm online performance? We...