Full Terms & Conditions of access and use can be found at http://www.tandfonline.com/action/journalInformation?journalCode=mmtp20 Download by: [Texas A&M University - Central Texas] Date: 13 July 2016, At: 13:15 Journal of Marketing Theory and Practice ISSN: 1069-6679 (Print) 1944-7175 (Online) Journal homepage: http://www.tandfonline.com/loi/mmtp20 The Collateral Damage of C2C Communications on Social Networking Sites: The Moderating Role of Firm Responsiveness and Perceived Fairness Mavis T. Adjei, Edward L. Nowlin & Tyson Ang To cite this article: Mavis T. Adjei, Edward L. Nowlin & Tyson Ang (2016) The Collateral Damage of C2C Communications on Social Networking Sites: The Moderating Role of Firm Responsiveness and Perceived Fairness, Journal of Marketing Theory and Practice, 24:2, 166-185, DOI: 10.1080/10696679.2016.1131057 To link to this article: http://dx.doi.org/10.1080/10696679.2016.1131057 Published online: 23 Mar 2016. Submit your article to this journal Article views: 46 View related articles View Crossmark data