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This study aims to analyze the multicultural consumers’ perceptions multicultural consumers’ perceptions of their experience after participating in online cocreation actions in the fashion industry and the behavioral consequences of that experience.

This research was conducted in Spain and the UK, with 800 active online cocreators, leading to a proposal of a comprehensive model of the cocreation experience and its effects on satisfaction and engagement with the brand and the intention to continue cocreating using a multi-group covariance structural equation model.

All the proposed hypotheses were confirmed. Cocreation activities influence the cocreation experience, which, in turn, generates a positive effect on the behavioral responses of individuals in terms of satisfaction, engagement and future intentions to continue participating in the brand’s cocreation activities. The cocreation patterns are similar in both countries, leading to a comparable behavioral model across different cultural contexts. The findings conclude with relevant recommendations on how brands can improve their globalization strategies.

The practical utility for a fashion retailer arises from acknowledging the different dimensions of the cocreation experience as mechanisms to develop strategies that foster customer participation, thus enhancing satisfaction, brand engagement and advocacy. The results also advocate for the proposition of similar actions across different markets, given the homogeneity of behaviors, likely through global platforms that facilitate participation from different markets toward the creation of global communities.

The significant contribution of this research lies in the detailed proposal for measuring the cocreation experience and its integration into a comprehensive model of the impact of cocreation on classic behavioral variables. Furthermore, the differential analysis across two countries provides the added value of a multicultural evaluation of the phenomenon.

The purpose of this paper is to compare the antecedents and consequences of two distinct types of virtual co-creation behaviours that require different degree of effort from the customer, i.e. customer participation (CPB), and customer citizenship (CCB) behaviour, in a cross-cultural study.

A survey was conducted among members of online panels in the UK and Spain, reaching a sample of 800 online individuals who participate in online co-creation processes with fashion retailers. This design allows us to test the cross-cultural effects. Multi-group structural equations modelling was used to analyse the data.

Virtual co-creation behaviours are driven by perceived ease-of-use of the co-creation platform, electronic word-of-mouth (e-WOM) quality and fashion involvement; however, the effects are different on CPB, affected by perceived ease-of-use more strongly, and on CCB, driven by e-WOM quality and fashion involvement more strongly. Higher level of co-creation increases satisfaction with co-creation, which mediates the effect on engagement and intention of future co-creation. The cross-cultural design reveals that most relationships hold in both countries, with the exception of the influence of fashion involvement on CPB, while some differences in the size of the effects appear between countries.

This study contributes to increasing our knowledge on online co-creation in several ways. First, the authors investigate, in the online environment, two co-creation behaviours, CPB and CCB, and compare their antecedents. This paper provides a cross-cultural validation of the relationships between CPB and CCB’s antecedents and consequences, identifying the different effects due to culture.

This study aims to understand the motivations behind using Airbnb as a collaborative housing platform brand, their impact on satisfaction and engagement, and how the latter affects brand electronic Word of Mouth (eWOM) and brand loyalty. It also analyzes the potential moderating effect of the use intensity of collaborative housing platforms for the proposed causal relationships.

An online survey was addressed to active users of Airbnb with a final sample of 405 users. Data were analyzed using a covariance-based structural equation modeling (SEM) to test the causal model and a multigroup SEM to test the moderator effect of the intensity of use.

The results show that convenience affects brand satisfaction and hedonic motivation influences brand engagement, and both affect return intention and eWOM. In contrast, sustainability motivations seem unrelated both with satisfaction and engagement. Furthermore, the mechanism by which people reach loyalty in terms of return intention varies according to their usage intensity. Thus, the engagement–intention way is stronger for more intensive brand users. In contrast, the satisfaction–intention mechanism is significantly stronger for those with more sporadic use.

The management of collaborative housing platforms should promote tools and actions that favor enjoyment and fun since they increase engagement. On the other hand, it should be interesting to communicate the idea of the convenience of the applications, such as availability for a great offer, ease of contracting, or saving time, since this type of motivation directly correlates with customer satisfaction.

The motivational and behavioral heterogeneity demonstrated in this research can make it easier for people to be reached through different communication strategies and arguments both by the collaborative housing platforms and by public agencies with interests in city tourism management.

The purpose of this paper is to study factors affecting the acceptance of social networking sites (SNS), analyze users' practices and behavior in these environments and assess the degree of acceptance of SNS in The Netherlands.

An extended technology acceptance model (TAM) was used to analyze the factors influencing the level of acceptance and use of SNS applying a structural equation modeling technique. Data were collected by means of an online national survey among Dutch SNS users.

Results support all hypotheses with positive relationships and influence between analyzed constructs; the only exception was the hypothesis on the relation between perceived risk and perceived usefulness.

The survey was conducted in The Netherlands. This research can be considered as the basis for a more extensive research, covering other geographical areas, that will produce results allowing more specific and accurate predictions regarding the acceptance of SNS as marketing management tools.

The findings reveal a number of issues that are important for companies eager to explore the potential of the SNS as a strategic tool and as a means of improvement of their managerial processes in the area of marketing strategy.

SNS are considered of great importance, both for individuals and businesses, since they support and expand existing social or business networks and allow the creation of new ones. The study underlines the importance of these networks as a communications and customer engagement channels.

The traditional TAM has been widely studied to analyze the adoption of new technologies. However, the adoption of SNS has been so far very little studied. The study provides new insights in this adoption process. Alongside this, the study added two personal variables of SNS users (i.e. trust and perceived risk), improving the traditional TAM approach.

This study examines a cross section of the Spanish retailing branch on the adoption and use of Social Media tools, identifying users and nonusers and their impact on management experiences. The use of 2.0 technologies has also been analyzed based on company size.

An online survey among 90 Spanish retailers provides a number of interesting insights in the adoption rates, the facilitating and disruptive factors in the adoption process, the types of applications used by retailers, and their experiences from them. Prior to filling in the online questionnaires, the recipients were contacted by phone and were informed about the study. A Chi-square analysis has been carried out to contrast the suggested research questions.

Retailers using Social Media as part of their marketing strategy use most social applications for customer-related purposes and see clear benefits in improving customer relations, market communication, improving their after-sales services, and obtaining customer feedback and customer information. Although many differences do not exist between large, medium, and small companies, it is remarkable that large companies use social web tools as branding and small companies as customer service.

The main problem of this study has been the low recruitment of answers by retailers.

Customers are using such technologies in overwhelming numbers and a substantial part of the customer generated content in Social Media is about brands, businesses, and products. Having a good idea about the customer dialog online can provide businesses with very valuable information and help them understand market trends but also identify potential areas of danger and problems.

The adoption of Social Media tools is a topic much studied from demand perspective. Nevertheless, the application to business and, specifically, retailing sector is less analyzed. With this study we pretend to improve this research line from offer perspective.

This paper seeks to analyze the buying behavior of internet users in two European countries with different cultural backgrounds, Spain and The Netherlands, assessing the influence of online experience factors on the choice of an internet vendor. It also aims to identify and compare the influence of personal and behavioral characteristics on the e‐vendor choice.

The study simulated a realistic virtual shopping activity in the computer laboratory; participants had to complete an online shopping assignment and an online questionnaire.

The findings indicate that the basic traits of the online consumer behavior of internet users in the two countries are quite similar. Most of the disparities observed are attributed to different levels of experience with the internet as a commercial channel.

The outcome could suggest the emergence of a global virtual village, an issue worthy of further research but also of particular importance for global web vendors and website designers. The basic limitation of the study is that it is conducted in only two European countries and refers only to online purchasing of a standardized tangible consumer product.

The findings of the study can be translated to web design guidelines useful to online organizations operating in different cultural or ethnic environments.

The paper presents one of the first studies comparing the influence of online experience factors in two culturally different countries.

The purpose of this paper is to explore the impact of mobile social media functions on explicit and implicit knowledge sharing under the “Guanxi” system based on the framework of stimulus–organism–response (SOR).

Combined with Guanxi theory, this paper designs an experiment to collect data from the new product development (NPD) teams.

Interestingly, the results show that the effect of social media communication function on employees is greater than the impact of collaboration on employees. Specifically, on the one hand, the more employees communicate in social media, the better their feelings will be, the less they will share knowledge. On the other hand, the collaboration function has a significantly negative impact on the psychological factors of employees. Excessively close cooperation and contact may instead create a contradiction between the employees, which is not conducive to the occurrence of knowledge sharing.

This paper extends SOR framework by combining Guanxi theory to examine the relationship between social media functions and knowledge sharing behavior (KSB). In practical, companies should pay attention to the frequency of employee using social media when it is introduced for NPD teams to control the negative influence of social media functions on employee KSB.