... literature of interactive marketing only focuses on how companies use two-way communication channels to interact with potential customers rather than opponents. Therefore, to fill the gap, this study (1) explores typical online anti-luxury customers on SM through a qualitative content analysis to create...

... definition, as well as an index for measuring them, a systematic review and a content analysis process were performed on 199 articles categorized over 1997-2018. Findings The findings highlight the absence of clear and shared online presence, visibility and reputation definitions; the absence...