This paper explores the idea of the meme as it relates to branding. In evolutionary theory the meme is the cultural equivalent of the gene. Memes are seen as self replicating entities which jump from human host to human host. In a similar way to the gene in the biological world, there is a...

Focusing on the mobile phones sector, this study explores how the social networking site ‘Facebook' is used by consumers in their purchasing. Although there is extensive work on the influences on the buying decision process relevant to mobile phone purchasing, it is mainly set outside of a...

Purpose: The aim of this paper is to examine the extent of value co-creation activity that exists in online brand communities. The approach was to use elements of practice theory to analyse the member-to-member Adult Fans of Lego (AFOL) community Design/methodology/approach: The method adopted...