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Digital goods are increasingly produced by average individuals in a serialized fashion. However, it is unclear whether users engage in herding in the consumption and purchase of such digital goods and what the moderators of the herding effect are. Thus, we propose a simultaneous equations model...
Research in marketing often begins with two assumptions: that consumers are able to choose among desirable products, and that they have sufficient resources to buy them. However, many consumer decision journeys are constrained by a scarcity of products and/or a scarcity of resources. We review...
Online interactions have emerged as a dominant exchange mode for companies and customers. Cultivating online relationships—defined as relational exchanges that are mediated by Internet-based channels—presents firms with challenges and opportunities. In lockstep with exponential advancements in...
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