Exploring the impact of brand community identification on Facebook : firm-directed and self-directed drivers
Year of publication: |
March 2019
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Authors: | Demiray, Melek ; Burnaz, Sebnem |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 96.2019, p. 115-124
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Subject: | Brand community | Facebook | Community identificators | Drivers | Opinion leadership | Opinion seeking | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Gemeinschaft | Community |
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