.... 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...

... and capable of probing and expressing feelings (Archer, 1994). Tracy Diane Cassidy can be contacted at: t.cassidy@mmu.ac.uk © Emerald Group Publishing Limited 2011 United Kingdom Youth Consumer behaviour Social networking sites Fashion Identity Marketing strategy...