The paper explores which relational benefits and costs are appropriate for capturing relationship-building efforts within the context of informational, non-transactional, websites and assesses their effect on behavioural outcomes. Firstly, a preliminary study consisting of two focus groups was...

Purpose – The purpose of this paper is to: first, examine why companies create brand pages in social media, how they use them, what policies and strategies they follow, and what outcomes do they expect; and second – from firms’ point of view – how users are benefited from such pages....