Building brand loyalty and endorsement with brand pages: integration of the lens of affordance and customer-dominant logic

Purpose Numerous companies have launched brand pages (BPs) on social networking sites to enhance customer-brand communication, cultivate the customer-brand relationship and promote brand loyalty. This study aims to investigate how BP affordances support social commerce. Design/methodology/approach The study devises a theoretical model linking the proposed BP affordances (visibility, selectivity, persistence and interactivity) to three customer...