• Berthon P, Pitt L, McCarthy I, Kates S. 2007. When customers get clever: managerial approaches to dealing with creative consumers. Business Horizons 50: 3948.
  • Bradley AJ, McDonald MP. 2011. The True So-What of Social Media, Harvard Business Review HBR Blog Network, October 10 Accessed from
  • Deighton J, Kornfeld L. 2007. Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers, Harvard Business School Working Paper 08–017.
  • Laningham S. 2006. Interview: Tim Berners-Lee, IBM developerWorks. Accessed from:
  • Mick DG, Fournier S. 1998. Paradoxes of technology: consumer cognizance, emotions, and coping strategies. Journal of Consumer Research 25(2): 123143.
  • Muñiz AM Jr., Schau HJ. 2007. Vigilante marketing and consumer-created communications. Journal of Advertising 36: 3550.
  • Turkle S. 2011. Alone Together: Why We Expect More from Technology and Less from Each Other. Basic Books: New York, NY
  • Shirkey C. 2010. Cognitive Surplus: Creativity and Generosity in a Connected Age. Penguin Press: New York, NY.