...Han Nguyen; Gayle Kerr Purpose The purpose of this paper is to understand the effect of consumer self-monitoring on brand-related user-generated content (UGC) and positive electronic word of mouth (eWOM). It investigates how high self-monitors create content and positive eWOM about luxury brands...

...Hanna Lee; Sun-Jin Hwang Purpose The purpose of this paper is to explore and examine the different word-of-mouth (WOM) acceptance and diffusion in social brand communities according to the level of self-monitoring. Design/methodology/approach A web-based experimental design was used...

... of the perception and practice of style and status among the middle classes. The purpose of this paper is to argue that the consumer’s attitude for buying a branded product entails the need for uniqueness and self-monitoring. It also contends that gender and age moderate the consumer’s attitude. Design...