This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish...

Managers are interested in how to develop relationship with customers due to importance of social media based brand communities and changing landscape of communication. Similarly with online brand community platform a new concept emerged i.e. customer brand engagement, focusing on expanded...

Guided by the uses and gratification theory (UGT), this research aims to investigate the influence of gratification (i.e., personal, social, and tension release gratification) sought from social networking sites (SNS) on customer engagement behaviour of satellite fans. Additionally, this...

To ensure effective and efficient relationship marketing, brand management has become an asset (pre-requisite) for quality service marketing to thrive. Brands have gone viral to develop communities to interact with existing and novice consumers. However, the relationships between these online...