Say yes to Facebook and get your customers involved! Relationships in a world of social networks
This article investigates the role of Facebook in the establishment of relationships between brands and their fans, extending the link between relationship marketing and online consumer behavior. We explore what drives a user to connect with a brand profile on Facebook, to participate and interact w...
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| Other Authors: | , |
| Format: | article |
| Language: | eng |
| Published: |
2014
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| Subjects: | |
| Online Access: | https://ciencia.iscte-iul.pt/public/pub/id/18027 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/8236 |