Relationship building through Facebook brand pages : the multifaceted roles of identification, satisfaction, and perceived relationship investment
Year of publication: |
June-July 2016
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Authors: | Popp, Bastian ; Wilson, Bradley ; Horbel, Chris ; Woratschek, Herbert |
Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 24.2016, 3/4, p. 278-294
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Subject: | social media | Facebook brand pages | perceived relationship investment | consumer identification | customer satisfaction | loyalty | Social Web | Social web | Beziehungsmarketing | Relationship marketing | Kundenzufriedenheit | Customer satisfaction | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Online-Marketing | Internet marketing |
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