Hamilton, Mitchell; Kaltcheva, Velitchka D.; Rohm, Andrew J. - In: Journal of Consumer Marketing 33 (2016) 2, pp. 135-144
Purpose – The current increase in social media activity related to brand–consumer interactions is progressively influencing the manner in which brands and their customers communicate. Whereas this attention to social media is warranted, researchers and brand managers must also recognize that...
