Customers often rely on peers’ opinions and experiences when forming expectations and evaluating a service provider. New media channels such as consumer review platforms and social networking sites help customers obtain firsthand information from other customers to evaluate a service. Prior...

Purpose – Brand fan pages on social networks have become very popular online services. However, empirical research on fan pages is still in its infancy. Therefore, the purpose of this study is to investigate the effect of fan pages on the customer‐brand relationship and what motivates users...

The manner in which consumers utilize online reviewers for a purchasing decision has increasingly become an area of interest in both marketing practice and academics. However, while most academic research in this area has taken a Western viewpoint, the majority of new online consumers have come...

Purpose: Building trust is crucial for e-service providers looking to develop long-term customer relationships. But consumers from dissimilar demographic groups behave differently. Therefore, this study investigates the question, How do consumers from different generational cohorts develop trust...