The emergence and impact of consumer brand empowerment in online social networks: A proposed ontology

This article presents a proposed model introducing consumer brand empowerment and discussing its antecedents and outcomes. Consumer brand empowerment reflects the perceived empowerment resulting from the consumer’s influence over the brand-related attitudes and behaviors of other consumers in an online social network. The antecedents in the proposed ontology focus on the sharing of brand information in online social networks and how it promotes...