Sign Up to like & get
recommendations!
0
Published in 2019 at "International Journal of Market Research"
DOI: 10.1177/1470785318822270
Abstract: This article focuses on consumer–brand relationships in the social media environment and suggests a typology of the benefits and costs consumers perceive when interacting with social media brand pages. Employing an online questionnaire, quantitative data…
read more here.
Keywords:
social media;
relational benefits;
benefits costs;
brand ... See more keywords