Towards a better understanding of brand-related user generated information processing on social media: A distributed cognition perspective

Adopting the distributed cognition approach this exploratory qualitative study examines how and what brand information is created and processed among consumers through social media. With the use of a case study method, this study systematically identifies the unique characteristics of the newly emerged types of brand information in social media that become important to consumers, and how they then promote more of interactive and coordinative...