Journal of Consumer Marketing: Volume 33 Issue 2

Big Data and consumer behavior: imminent opportunities

Charles F. Hofacker, Edward Carl Malthouse, Fareena Sultan

– The purpose of this paper is to assess how the study of consumer behavior can benefit from the presence of Big Data.

The personalization-privacy paradox: implications for new media

Elizabeth Aguirre, Anne L. Roggeveen, Dhruv Grewal, Martin Wetzels

– This paper aims to investigate personalized communications through digital media, which include display, search, social and mobile communications.

Social media as complementary consumption: the relationship between consumer empowerment and social interactions in experiential and informative contexts

Mujde Yuksel, George R Milne, Elizabeth G Miller

This paper aims to explore the interaction between consumer empowerment and social interactions as fundamental social media elements. It demonstrates their relationship in both…

Decoding social media speak: developing a speech act theory research agenda

Stephan Ludwig, Ko de Ruyter

Drawing on the theoretical domain of speech act theory (SAT) and a discussion of its suitability for setting the agenda for social media research, this study aims to explore a…

Hashtags and handshakes: consumer motives and platform use in brand-consumer interactions

Mitchell Hamilton, Velitchka D. Kaltcheva, Andrew J. Rohm

The current increase in social media activity related to brand–consumer interactions is progressively influencing the manner in which brands and their customers communicate…

Editorial

Anne L. Roggeveen, Dhruv Grewal