Purpose – The purpose of this paper is to add to the growing literature addressing whether, and to what extent, brand meaning is determined by corporate and consumer-generated processes. To do this, the authors compared the expression of brand meaning across three key sources i.e. first, brand...

Purpose – The purpose of this paper is to demonstrate the importance of user-motivation as well as demographics in developing an effective segmentation strategy of Facebook users. Additionally, the paper seeks to add validity to the scale developed by Park et al. (2009) by using a full...

Purpose – This paper aims to investigate consumer participation in Facebook brand page communities from the perspectives of uses and gratification theory and mass media dependency theory. Design/methodology/approach – Data collection via an online survey resulted in 450 valid surveys where...