"They" are or "we" are? : an analysis of Facebook interaction effects on brand loyalty
Year of publication: |
2016
|
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Authors: | Ho, Ching Wei |
Published in: |
Global business & economics review. - Olney, Bucks : Inderscience Enterprises, ISSN 1097-4954, ZDB-ID 2054200-8. - Vol. 18.2016, 5, p. 497-516
|
Subject: | Facebook fan pages | brand communities | brand trust | brand community identification | brand loyalty | Facebook interaction effects | fan relationships | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenführung | Brand management | Markenimage | Brand image | Markentreue | Brand loyalty | Online-Marketing | Internet marketing | Markenartikel | Brand | Vertrauen | Confidence |
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