Gaber, Hazem Rasheed; Elsamadicy, Ahmed Mousa; Wright, … - In: Cogent business & management 8 (2021) 1, pp. 1-18
paper is to examine whether "following" brands on Instagram fan pages enhances consumer-brand relationship from the consumer … influences the consumers’ brand love and sense of brand community. Also, the findings indicated the consumers’ brand love … positively impacts consumers’ purchase intention and word of mouth. Finally, it showed that consumers’ sense of brand community …
