is Academic Director of the Oxford Institute of Retail Management and a Fellow in Retail Marketing at Green Templeton College. A geographer, urban planner and retailer, he teaches and researches in the areas of retailing and technology, retail and services marketing, and retail planning and development. He is actively involved with Oxford ' s commercial clients in the retail, fi nancial and leisure services sectors.ABSTRACT Although the notion of netnography as a set of tools for exploring consumer behaviour online is not new, the potential of netnographic methods in market research and analysis is still largely undeveloped. In this article, we explore the ways in which netnographic techniques can be used in particular to understand the characteristics and effectiveness of electronic wordof-mouth, an increasingly signifi cant infl uence on the consumer ' s decision-making process. We provide an assessment of the main strengths, weaknesses and ethical concerns associated with the use of netnographic techniques. Unlike previous online ethnographic studies that have tended to employ broader socio-cultural observations, we analyse consumers ' information-gathering and purchasing activities on a discussion forum. We relate our fi ndings to a model that sets out three components of communications effectiveness: modes of persuasion that are based on authority, emotion or logic. We conclude by reviewing the implications of netnography for both academic research and marketing practice.

Purpose -The purpose of this paper is to investigate the relationship between customer's electronic word-of-mouth (eWOM) regarding their direct service experiences with firms and these firms' company value. The authors drew on the marketing-finance interface research approach to demonstrate how interactive social media adopted by individual customer relate to important firms' financial performances. Design/methodology/approach -The authors used seven American airline companies' customers' tweets collected during a 52-week observation period and paired with their corresponding financial data using stock returns and volatilities. Sentiment analysis algorithm and a vector autoregressive (VAR) model quantified the strong association between customer's eWOM and these firms' stock returns and volatilities. Findings -The results show that customer's eWOM regarding a firm positively associate with the firm's stock return but negatively associate with its stock volatility; as negative valence of customer's eWOM increases, the positive effect of eWOM on firm's stock return decreases; the negative eWOM impacts on the stock market more profoundly compared with when both positive and negative sensitivities are considered; and eWOM's wear-out effect is much shorter than that of traditional WOM. Originality/value -The authors address a literature gap where little is known for how customer's eWOM, that is evaluating firm services, can ultimately impact on firms' long-term financial performances. The authors discuss how findings from this study offer implications for marketing management as well as strategic insights for practitioners and investment analysts alike.

Research interest in examining corporate social responsibility (CSR) in developing economies is on the rise; however, our knowledge of the role of government in CSR remains limited. The aim of this paper is therefore to bridge this gap with an investigation into the specific CSR strategies that global firms have developed in the world's largest emerging economy and a nominally communist country, namely China. Drawing on institutional theory and a relational governance perspective, we posit that rather than adopting a canonical holistic CSR stakeholder model as typically observed in Western countries, these firms adopt a preferential stakeholder model using government‐aimed and consumer‐aimed CSR strategically. Our empirical study sampled 17 global retailers operating in China, with a dataset compiled to include their CSR web announcement data and firm performance data. The results of partial least squares modelling suggest that only government‐aimed CSR plays a salient role in enhancing retailers' performance. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment

Despite the heated debate on the Information Technology (IT) investment-performance paradox, the resource-based view (RBV) has received relatively little attention as an approach to explain such phenomena, particularly in the small and medium enterprise (SME) and e-commerce context. This study draws on the RBV perspective to empirically examine the association between SME e-commerce investments and firm performance. We collected firmlevel data from 430 British SMEs across 16 industry sectors. Results demonstrate that RBV provides strong theoretical support, that is, business resources, human resources, and external resources (i.e. e-commerce readiness) strongly contribute to enhanced firm performance. The sophistication of SMEs' e-commerce websites contribute to firm performance, but those firms' capital investments in IT and e-commerce training per se are not significant performance drivers. Our findings suggest that UK SMEs can and do differentiate themselves on the basis of their e-commerce capability, which is created by the synergistic combination of e-commerce resources with other organisational resources and capabilities.

This research examines how emotion valence and future intentions arising from relational exchanges with a service firm depend on a consumer's level of goal attainment and locus of causality (firm vs. self) of relational outcomes. Drawing on the theories of goal-directed behavior and agency of causation, this study hypothesizes that levels of goal attainment and locus of causality influence the generation of positive emotions (gratitude), negative emotions (grudge and guilt), relational mediators (trust and commitment), and subsequent future intentions to remain loyal to the firm. Based on a controlled experiment with 284 subjects in a consumer-determined relationship setting, the research finds that emotion valence and future loyalty intentions are contingent upon the fulfillment of relational objectives of individual consumers and the agency of causation for the outcome of the relational exchanges. In doing so, this study delineates the conditioning mechanism that directs how emotion valence influences behavioral intentions. The study contributes to the consumer behavior and services marketing literatures on consumption-based emotions and has significant practice implications for relational behaviors. K E Y W O R D S agency, emotion valence, goal attainment, gratitude, grudge, guilt, relational exchange