On the one hand, the Internet increases information transparency for consumers
- they are now able to obtain objective, trustworthy information on retailers
existence and reliability as well as on products and services in realtime,
at any time from virtually any place in the world. On the other hand,
the Internet provides tools to businesses to strengthen their consumers
bonds with their brands, e.g. through offering platforms for consumers to
engage in brand-related behavior for fun and entertainment during their free
time or through offering businesses the opportunity to personalize...