The advent of the ‘social moment of truth’ in online communities

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dc.contributor.author Ramadan, Zahy B.
dc.contributor.author Farah, Maya F.
dc.date.accessioned 2018-03-15T10:31:04Z
dc.date.available 2018-03-15T10:31:04Z
dc.date.copyright 2017 en_US
dc.date.issued 2018-03-15
dc.identifier.issn 1741-8216 en_US
dc.identifier.uri http://hdl.handle.net/10725/7212 en_US
dc.description.abstract Social networking sites’ current domination as a relationship-building platform with consumers is causing brand owners to lose power. Concurrently, retailers have significantly increased their social presence to influence shoppers’ buying decisions. Surprisingly, this area is still largely under-examined in the literature despite its growing relevance. Indeed, a dire need exists to examine the opportunities and risks arising from the instance during which the shopper makes a specific brand purchase based on a set of determining factors on the retailer’s social page. This paper coins that instance as the ‘Social moment of truth’, an original concept introduced to expand brands’ ability to build upon retailers’ engagement efforts to consolidate consumers’ experience. By proposing a conceptual framework built around an exploratory qualitative design using 12 expert interviews based on the data saturation principle, this study expands the current limited theoretical and practical understanding of the online retailer-consumer relationship and suggests a number of social trade marketing strategies. en_US
dc.language.iso en en_US
dc.title The advent of the ‘social moment of truth’ in online communities en_US
dc.type Article en_US
dc.description.version Published en_US
dc.author.school SOB en_US
dc.author.idnumber 199503670 en_US
dc.author.idnumber 199705300 en_US
dc.author.department Department of Hospitality Management and Marketing (HMKT) en_US
dc.description.embargo N/A en_US
dc.relation.journal International Journal of Web Based Communities en_US
dc.journal.volume 13 en_US
dc.journal.issue 3 en_US
dc.article.pages 364-378 en_US
dc.keywords Online community en_US
dc.keywords Retailer relationship en_US
dc.keywords Brand relationship en_US
dc.keywords Consumer engagement en_US
dc.identifier.doi https://doi.org/10.1504/IJWBC.2017.086592 en_US
dc.identifier.ctation Ramadan, Z. B., & Farah, M. F. (2017). The advent of the' social moment of truth' in online communities. International Journal of Web Based Communities, 13(3), 364-378. en_US
dc.author.email zahy.ramadan@lau.edu.lb en_US
dc.author.email MFarah@lau.edu.lb en_US
dc.identifier.tou http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php en_US
dc.identifier.url https://www.inderscienceonline.com/doi/pdf/10.1504/IJWBC.2017.086592 en_US
dc.orcid.id https://orcid.org/0000-0001-8368-3617 en_US
dc.orcid.id https://orcid.org/0000-0002-6251-4096 en_US
dc.author.affiliation Lebanese American University en_US

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