An integrative typology of relational benefits and costs in social media brand pages
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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