Ramadan, Zahy B., and Maya F. Farah. "The advent of the'social moment of truth'in online communities." International Journal of Web Based Communities 13.3 (2017): 364-378.

This research introduces the concept of the 'Social moment of truth', highlighting the critical point at which consumers decide to make a brand purchase influenced by social media interactions on a retailer's page. Despite the significant role social networking sites play in shaping consumer-brand relationships and the increasing efforts of retailers to leverage their social presence, this phenomenon remains largely unexplored in academic literature. This paper aims to bridge this gap by proposing a conceptual framework to understand the online retailer-consumer relationship better and offering strategies for social trade marketing. The framework is developed through an exploratory qualitative design, including interviews with 12 experts until data saturation is achieved, enhancing both theoretical knowledge and practical implications in this field.