Purpose – The purpose of our study was to better understand how bloggers organize branded storytelling in fashion and luxury blogs using explicit and implicit self-brand association. Methodology/approach – We have carried out a Netnography on a sample of 60 fashion and luxury blogs. Data...

The authors develop a four-dimensional scale to measure members'satisfaction with virtual communities. The dimensions consist ofmembers' satisfaction with member-member interactions,organizer-member interactions, organizer-community interactions, andthe community's site. Using a sample of 3605...