How to keep brand fan page followers? The lens of person-environment fit theory

Volume: 31, Issue: 4, Pages: 927 - 947
Published: Jul 6, 2018
Abstract
Purpose Companies create brand fan pages (BFPs) on social media platforms to broadcast product information, increase brand awareness and engage customers. A common challenge facing BFPs is how to attract and retain followers effectively. Through the lens of the theory of person–environment fit (TPEF), the purpose of this paper is to develop and validate a theoretical model to explain the role of multidimensional fit perceptions in cultivating...
Paper Details
Title
How to keep brand fan page followers? The lens of person-environment fit theory
Published Date
Jul 6, 2018
Volume
31
Issue
4
Pages
927 - 947
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