The author is grateful for the discussions and comments provided on prior versions of this chapter by Sharmistha Sikdar, Mark Heitmann, Alexander Hess, Christian Siebert, Jasper Schwenzow, Amos Schikowsky, and Roland Grenke. This work was funded by the German Research Foundation (DFG) research unit 1452, “How Social Media is Changing Marketing,” HE 6703/1-2.

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