more and more importance as a channel for gathering information about products and services and to take profit of new opportunities (Verhoef & Lemon, 2013). SNS have stimulated new ways of interacting, shaping new forms in which people communicate, make decisions, socialize, collaborate, learn, entertain themselves, interact with each other or even do their shopping (Constantinides & Fountain, 2008; Hanna, Rohm, & Crittenden, 2011; Hansen, Schneiderman, & Smith, 2011; Mangold & Faulds, 2009). Consequently…
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