Clark, Melissa; Black, Hulda G.; Judson, Kimberly - In: Journal of Research in Interactive Marketing 11 (2017) 1, pp. 39-55
Purpose This paper aims to address two primary research questions: Why does a consumer integrate into a brand community and how does that impact overall satisfaction with the brand? Which of the main social media sites (Facebook, Twitter, LinkedIn and Pinterest) is more/less appropriate for...