Despite the increasing use of social media among personalities such as politicians, athletes, and entertainment celebrities, little is known about the intensity of competition that these popular users engage in to draw the attention of other users, and how their competition affects the users'...

A theoretical framework is proposed in which consumers and producers are seen as market actors coupled in behavior-cognition cycles - cycles of enacted behavior and sensemaking that generate product knowledge. Repeated knowledge and sensemaking over product concepts give rise to product...