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The number of online social users grows very fast and socialization became most important activity. Companies deploy online social networks, platforms, tools and services in various activities aiming to create better experience for consumers which suppose to lead for loyalty, better branding and increase of sales. As social media networks and platforms represent new phenomena to practitioners and researches, there are only few attempts approaching consumers' behavior in online social networks.doi:10.5755/j01.em.17.4.3014 fatcat:dxktqgxfkjgwte3ppszkj7dohu