Instagram’s growth has drawn the interest of many corporations that are searching for new ways to boost their customer relationships. Given rapid adoption Instagram marketing and inadequate research in field, objective this paper is examine whether “following” brands on fan pages enhances consumer–brand relationship from consumer perspective. The data were collected consumers who follow four te...

Purpose – The main aim of this work is to explore the mechanisms that promote the transmission and reception of online opinions (electronic word-of-mouth (eWOM) and referrals) by travel services buyers in the context of social networks services (SNS). Design/methodology/approach – The research examines two areas of study: social identification theory and word-of-mouth communication in the virtu...

Virtual communities include everything from discussion boards to massive multiplayer online role-playing games and virtual realities such as Second Life. The business world has assumed that virtual communities can be leveraged to provide access to consumers and consumer data. The benefits of this assumption have not always been realized. The purpose of this article is to understand why some bus...

The importance of the virtual communities’ privacy and security problems comes into prominence by the rapid development of online social networks. This article presents the multiple threats currently plaguing the virtual world, Internet privacy risks, and recommendations and countermeasures to avoid such problems. New generations of users feel comfortable publishing their personal information a...