The aim of this study is to understand how social media contribute to face-to-face collaborative learning by introvert students in higher education. A total of 233 students participated. This study shows that more introvert students perceive that social media are more helpful for increasing their collaborative learning performance and self-confidence. These students feel that their true nature is hampered in face-to-face contact and prefer to communicate via social media rather than face-to-face communication. Additionally, all students in this study signal that they wish their educators to make more use of social media. HE institutions are therefore recommended to make more use of social media to enhance collaborative learning.

Brand managers have several options in their quest to connect their brands with consumers. They may stress functional brand attributes and benefits, their brand's personality traits, or their brand's values (the human values attached to the brand). Which of these is most important to consumers is an open question, however. This article proposes that values may take on increased importance over time, as long‐term relationships (in general) require more than just getting the job done (functional aspect) or a sense of recognition (trait correspondence). What is required most of all is a correspondence between long‐term objectives and goals in life. Values are arguably the most relevant factor in longer relationships. An experiment was put together to determine if this is indeed the case. The results of our study suggest that values are indeed considered more important than traits in the case of longer relationships and that this is particularly true with decisions regarding prospective relationships and in the case of services.

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