This study developed an integrated model to explore the antecedents and consequences of online word‐of‐mouth in the context of music‐related communication. Based on survey data from college students, online word‐of‐mouth was measured with two components: online opinion leadership and online opinion seeking. The results identified innovativeness, Internet usage, and Internet social connection as significant predictors of online word‐of‐mouth, and online forwarding and online chatting as behavioral consequences of online word‐of‐mouth. Contrary to the original hypothesis, music involvement was found not to be significantly related to online word‐of‐mouth. Theoretical implications of the findings and future research directions are discussed.

With Rogers' protection motivation theory as the theoretical framework, this study identified determinants of young adolescents' level of privacy concerns, which, in turn, affects their resultant coping behaviors to protect privacy. Survey data from 144 middle school students revealed that perceived risks of information disclosure increased privacy concerns, whereas perceived benefits offered by information exchange decreased privacy concerns. Subsequently, privacy concerns had an impact on risk-coping behaviors such as seeking out interpersonal advice or additional information (e.g., privacy statement) or refraining from using Web sites that ask for personal information. Counter to our expectation, privacy self-efficacy did not appear to be related to privacy concerns. Implications of privacy education to protect online privacy among young adolescents were discussed.As the Internet has permeated the branded marketplace over the last decade, young adolescents, who were once known to use the Internet very little, now have a strong presence. eMarketer's report (2006) estimated that 85% of young adolescents aged 12-14 in the United States will be online by 2010, compared with 74% in 2006. With the rapid growth of the online market, e-marketers are targeting young adolescents through interactive venues such as viral marketing, social networking sites, and advergames (Chester and Montgomery 2007). Although these practices have allowed young adolescents to participate in the branded e-marketplace, consumer advocates express growing concerns about the invasion of privacy caused by e-marketers' information collection practices (

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