... of this licence maybe seen at Link to the terms of the CC BY 4.0 licence. Non-fungible tokens (NFTs) Digital consumption Technology adoption Identity projects Online communities Innovation diffusion Sustainability Non fungible tokens (NFTs), an acronym for nonfungible tokens, are digital...

...Angeliki Kalogeraki; Sabine Kuester; Sergej von Janda Purpose Member-initiated online communities (MIOCs), which provide platforms for members to exchange ideas on various topics, have been on the rise for years. Drawing on persuasion knowledge and social capital theory, this study aims...

... of managerial recommendations that will aid SMIs and brands in avoiding communal perceptions of transgression and thus the negative consequences of transgressive endorsements. Celebrity endorsement YouTube Online communities Netnography Influencer marketing Consumption communities Celebrity...

... in an online community of international consumers of fashion to determine the degree of matching with company-defined brand associations. Design/methodology/approach – The methodology is two-pronged, integrating qualitative market research techniques with quantitative text mining. It was applied...

.... Forums are one of the oldest and richest online community forms (Kozinets, 2010). The textual messages from various users form a “thread”, which is an online conversation among the community members. This makes them ideal for the purpose of this study. Search engines were used to locate possible forums...