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The new information technology has changed the environment in which companies and consumers co-exist, and the consumers are no longer passive recipients of information and brand value (Christodoulides, 2009; Rowley, 2004). Internet has made the one-to-many communication obsolete and it has been replaced by a many-to-many communication, where the consumers actively engage in conversation with each other and the company (Christodoulides, 2009).
M. Flanagan, D. Howe, und H. Nissenbaum. Paper presented at Digitial Games Research Association Conference: Changing Views: Worlds in Play, Vancouver, BC, (2005)