Purpose: Consumer-to-consumer (C2C) electronic commerce (e-commerce) is shaping contemporary retailing. Despite the fact that a large amount of C2C e-commerce is conducted in social media-based platforms (e.g. Facebook), it has remained an unexplored area of research, though social media as a...

Purpose: This study examines how retailers leverage multiple-channel strategies in relation to their customer value propositions (CVPs). More specifically, the purpose of this paper is to identify and analyze how multi-, cross- and omni-channel CVPs differ in terms of how they create value and...