.... The design consisted of three-mixed design of 2 (type of social networking sites) × 2 (type of online brand communities) × 2 (self-monitoring). ANOVA analysis was conducted. Findings Findings indicate that the differences in acceptance and diffusion of WOM according to online brand community type...

...Ju-Young M. Kang; Kim K.P. Johnson; Juanjuan Wu Purpose – The purpose of this paper are to examine: first, whether the consumer style inventory (CSI) consumer decision-making styles were related to opinion seeking using electronic word of mouth (eWOM) in social networking sites (SNSs...

... is a commercial commodity. The notion of commoditised cool is further explored through an example of an advertising campaign observed on a social networking site. The study suggests that marketing methods promote Cushman's (1990) concept of the empty self, at least within the selected teenage demographic...