@incollection{, 8F407723110EA8408D2C773683387E36 , author={{SandunimaK.K.C} and {BandaraH.B.J} and {VidurangaN.R.D} and {KodagodaH.K.} and {Jayasooriya.K.K.N.A} and {Sri Lanka Institute of Information Technology}}, journal={{Global Journal of Management and Business Research}}, journal={{GJMBR}}2249-45880975-585310.34257/GJMBR, address={Cambridge, United States}, publisher={Global Journals Organisation}1944550 } @book{b0, , title={{}} , author={{ B; } and { . J;Barsh } and { Crawford }} } @book{b1, , title={{}} , author={{ CGrosso }} , year={2000. 2000} } @book{b2, , title={{Ad Lib : When Customers Create the Ad}} , author={{ PBerthon } and { CCampbell }} , year={2015} 50 } @book{b3, , title={{Better Knowledge with Social Media ? Exploring the Roles of Social Capital and Organizational Knowledge Management}} , author={{ PBharati }} , year={2015. January} } @incollection{b4, , title={{}} , journal={{Business and management horizon}} , year={1997} } @incollection{b5, , title={{Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity}} , author={{ KWChan } and { SYLi }} 10.1016/j.jbusres.2008.08.009 , journal={{Journal of Business Research}} 63 9 , year={2010} , publisher={Elsevier Inc} } @incollection{b6, , title={{The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty}} , author={{ AChaudhuri } and { MBHolbrook }} 10.1509/jmkg.65.2.81.18255 , journal={{Journal of Marketing}} 65 2 , year={2003} } @book{b7, , title={{Moderated Online Communities and Quality of User-Generated Content}} , author={{ JChen } and { HXu } and { ABWhinston }} 10.2139/ssrn.1481772 , year={2009. 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The challenges and opportunities of Social Media}} , author={{ AMKaplan } and { MHaenlein }} 10.1016/j.bushor.2009.09.003 , journal={{Business Horizons}} 53 1 , year={2010} } @book{b24, , title={{Building strong brands in a modern marketing communications environment', The Evolution of Integrated Marketing Communications: The Customer-Driven Marketplace}} , author={{ KLKeller }} 10.4324/9781315872728 , year={2013. July} 15 } @incollection{b25, , title={{Note from Special Issue Editors}} , author={{ SKrishnamurthy } and { WDou }} 10.1080/15252019.2008.10722137 , journal={{Journal of Interactive Advertising}} 8 2 , year={2013} } @book{b26, , title={{Groundswell. Winning in a World Transformed by Social Technologies', Strategic Direction}} , author={{ CLi }} 10.1108/sd.2010.05626hae.002 , year={2010} 26 } @book{b27, , title={{Groundswell: Winning in a World Transformed by Social Technologies}} , author={{ CBLi }} , year={2011} } @incollection{b28, , title={{Introduction to the Special Issue Social Commerce: A Research Framework for Social Commerce}} , author={{ T.-PLiang } and { ETurban }} 10.2753/jec1086-4415160201 , journal={{International Journal of Electronic Commerce}} 16 2 , year={2011} } @incollection{b29, , title={{Social media: The new hybrid element of the promotion mix}} , author={{ WGMangold } and { DJFaulds }} 10.1016/j.bushor.2009.03.002 , journal={{Business Horizons}} 52 4 , year={2009} } @book{b30, , title={{Analysing the influence of the presentation of fashion garments on young consumers' online behaviour', presentation of fashion garment online}} , author={{ &Mccormick } and { Livett }} , year={2012} } @book{b31, , title={{Available at}} , year={2017} , publisher={Mintel press office} } @book{b32, , title={{State of the media: The social media}} , author={{ Nielsen }} , year={2012} } @incollection{b33, , title={{The effects of utilitarian and hedonic online shopping value on consumer preference and intentions}} , author={{ JWOverby } and { EJLee }} 10.1016/j.jbusres.2006.03.008 , journal={{Journal of Business Research}} 59 10-11 , year={2006} } @incollection{b34, , title={{Apparel product attributes, web browsing, and e-impulse buying on shopping websites}} , author={{ EJPark }} 10.1016/j.jbusres.2011.02.043 , journal={{Journal of Business Research}} , year={2012} , publisher={Elsevier Inc} } @incollection{b35, , title={{Can we get from liking to buying? 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