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    Social media and consumer choice theory by Kwan, Daniel

    Many companies are floundering in the wake of the rise of social media. With social networks such as Facebook and Twitter experiencing exponential growth, marketers are struggling to understand a new paradigm of marketing communications. This paper synthesizes research from consumer choice theory, cognitive psychology, and marketing in pursuit of a more comprehensive understanding of social media best practices. Particular attention is paid to how customers create their identities in the context of consumption, and the role of authenticity in corporate-customer relationships.