Can social media-based brand communities build brand relationships? Examining the effect of community engagement on brand love

Lee, CT; Hsieh, SH

Hsieh, SH (corresponding author), Tunghai Univ, Dept Business Adm, Taichung, Taiwan.

BEHAVIOUR & INFORMATION TECHNOLOGY, ; ():

Abstract

The rise of social media has dramatically changed relationship building between brands and fans. Social media-based brand communities are widely embra......

Full Text Link