Key values driving continued interaction on brand pages in social media

Volume: 62, Issue: 62, Pages: 578 - 589
Published: Sep 1, 2016
Abstract
Brand pages in social media provide companies with a competitive marketing tool to create added value for their firms and customers. Past studies suggest that understanding what customers really value in brand pages is the most vital step in promoting their continued interaction, and that the relative impacts of customer values on continued interaction are contingent on individual demographic factors such as gender. However, little research has...
Paper Details
Title
Key values driving continued interaction on brand pages in social media
Published Date
Sep 1, 2016
Volume
62
Issue
62
Pages
578 - 589
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