Purpose – Consumers are increasingly connected to each other through electronic devices. Consequently, the potential for online retailer (hereafter, e‐tailer) initiated communications delivered through electronic media to inspire viral‐like e‐WOM processes among consumers is also...

cover -- Guest editorial -- When perceived ability to influence plays a role: brand co-creation in Web 2.0 -- Taking a bite out of Apple: Jailbreaking and the confluence of brand loyalty, consumer resistance and the co-creation of value -- Like is a verb: exploring tie strength and casual brand...