People consume not only physical goods but also social interaction, and consumer choices depend on both intrinsic motivations (preferences for consumption) and extrinsic motivations (how choices impact social interactions). In this paper, we study how social identity, preference, and utility...

Online social media marketing is of strategic importance to companies producing consumer-based technical products. Existing (offline) marketing theory must be adapted to a new consumer reality enabled by technologies such as Twitter. In this context, my research addresses an important unknown,...