This paper contributes to possible answers to the question: What are the effects of computermediated communication on relationship qualities in organizations? To answer this question without oversimplifying the phenomena an adequate research methodology has to be found. First, the...

Social network brand sites are increasingly attracting the attention of scientists and managers intrigued by their potential application for brand value creation. The aim of this research is to fill the gap in understanding how users choose among social networking sites as an act of brand...