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Published in 2018 at "International Journal of Bank Marketing"
DOI: 10.1108/ijbm-05-2017-0097
Abstract: The purpose of this paper is to examine the mediating effect of functional value and symbolic value between positive moods and word-of-mouth (WOM) referrals in the context of Taiwan’s banking industry. In addition, this study…
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Keywords:
relational benefits;
positive moods;
moods word;
functional value ... See more keywords
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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…
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Keywords:
social media;
relational benefits;
benefits costs;
brand ... See more keywords