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In this article, we review user information technology acceptance literature, formulate a model of consumer adoption of third generation mobile multimedia services, validate it through a qualitative exploratory study comprising 24 focus groups in six markets, and empirically test the proposed model on the Italian market. The results show that perceived usefulness, ease of use, price, and speed of use are the most important determinants of adoption of multimedia mobile services, in that order. They also show that the importance of determinants differs by age groups or segments. The results can help managers proactively design interventions (such as training and marketing activities) targeted at populations of users that may be less inclined to adopt and use new multimedia mobile services.

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Purpose -This paper aims to analyse the antecedents of brand love in online network-based communities and to develop an integrative conceptual model in which social-interactive engagement influences brand love via the mediating effects of social identity. Design/methodology/approach -A survey was conducted on the Facebook fan pages of 20 leading international brands. A total of 387 responses were collected from consumers living primarily in Europe and the USA. Structural equation modelling was performed to test the hypothesised linkages. Findings -The results confirmed that the positive influence of social-interactive engagement on brand love is mediated by the psychological effects related to how members perceive their self-concept based on belonging to the social group of the brand fan page. Research limitations/implications -This study considered Facebook, the favourite social network used by customers to connect with brands. Future research is invited to consider other social media to increase the external validity of the model. Practical implications -To strengthen the emotional bond with a brand in online network-based communities, managers should stimulate consumers' social identity by leveraging on the experiences which influence social-interactive engagement. Originality/value -This study is the first to investigate the effects of social-interactive engagement on social identity to enhance the understanding of brand love's antecedents in specific online social environments.

Managers are more and more interested in social networking sites because they provide opportunities for strengthening relationships with customers as well as site content and service. Using social networking sites effectively, however, depends on understanding both the psychological attributes and social interactions of participants. This paper addresses these topics by presenting the results of a twostudy inquiry into the importance of two personality traits (consumer innovativeness and expressiveness) to active and passive use of social networks among Italian consumers. In Study 1 (n ‫؍‬ 753) it was found that innovativeness is positively related to active and passive use. Study 2 (n ‫؍‬ 277) revealed that self-identity expressiveness and social identity expressiveness positively influence only active use. These results suggest that managers need to distinguish between, and differentially encourage, joining and browsing such sites on the one hand and actively contributing to them on the other. Managers can also enhance the impact of their social networking sites by taking into account social and self-identity expressiveness to increase affiliation and market share and by encouraging consumers to use these sites actively.