FAN PAGES ON THE CUSTOMER-BRAND RELATIONSHIP AND ITS MOTIVATION TO PARTICIPATE: A CONCEPTUAL PAPER

The purpose of this conceptual paper is to review the relationship between customers and their motivations to participate in Facebook fan pages. It defines and presents the effects of fan pages in a manner that shed light on the constructs and sets the stage for future research. This article also e...

Πλήρης περιγραφή

Λεπτομέρειες βιβλιογραφικής εγγραφής

Κύριοι συγγραφείς:	Raihatul Jannah Ahmad, Puteri Fadzline Tamyez
Μορφή:	Artigo
Γλώσσα:	Inglês
Έκδοση:	Universiti Malaysia Pahang Al-Sultan Abdullah Publishing 2015-06-01
Σειρά:	International Journal of Industrial Management
Θέματα:	fan pages, customer-brand relationship, motivations to participate, uses and gratification theory, customer engagement theory, involvement theory, personality traits theory, brand communities, Facebook
Διαθέσιμο Online:	https://journal.ump.edu.my/ijim/article/view/10888
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