How can the online BCs create value for the firm in this
hyper-connected world?
How can the online BCs influence the customer’s purchase
journeys who act as “travel companions” in consumers’
paths to purchase?
How do online BCs engage with the brands concerning their
perceptions of brand globalness/ localness?
Which type of BC, whether marketer-created or consumercreated, is more valuable in an e-WOM generation?
