Purpose: To investigate the effect that interactions between social media user-generated images (UGIs) involving alcohol use, and social media safe-drinking advertising, have on young people’s intention to consume alcohol. Design/methodology/approach: Two empirical studies were conducted...

The breakneck pace of digital technologies has created a dramatic shift in marketing campaigns to engage users through unique and innovative experiences. Focusing on the same grounds, this study relates the market engagement with users’ loyalty (UL) for Facebook social media. Market engagement...

This paper studies the competition between Web 2.0 communities in a game theoretic framework. We model three important features of these institutions: (i) firms' content is usually user-generated; (ii) consumers' content preferences are governed by local network effects, and (iii) consumers have...

Purpose - Focusing the attention on firm-hosted online consumers communities, this paper will analyze the managerial challenges that companies have to face to leverage consumers’ creative talent involving them in innovative collaboration processes. Methodology approach - A detailed case...

Even as a mere conceptual cloud, the term “user-generated content” is useful to discuss the societal shifts in content creation brought about by the participative Web and perhaps best epitomized by the remix phenomenon. This Essay considers the copyright aspects of UGC. On the one hand, the...

Online communities provide a social sphere for people to share information and knowledge. While information sharing is becoming a ubiquitous online phenomenon, how to ensure information quality or induce quality content, however, remains a challenge due to the anonymity of commentators. This...