abstract
- © The Editor(s) (if applicable) and The Author(s), under exclusive licence to Springer International Publishing AG, part of Springer Nature 2019. The Internet has completely renovated the way consumers behave in many different marketing settings (Sharma and Sheth 2004). Specifically, Internet-based social media has increased the power of consumers in their relationships with brands. Consumers are now able to interact with their brands from their own cellphones, they can also spread positive or negative word-of-mouth to their friends on social media (e-WOM), and even influence the value of the firm in the financial markets just by sharing a video on social media, just to name a few examples.