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?