Users' participation in facebook brand pages and its influence on word-of-mouth: the role of brand knowledge and brand relationship
Due to the development of social media, brands have integrated Social Networking Sites (SNS) as an important part of their communication mix. This change calls for studies that help to understand the role of SNS in the communication mix, through further investigating their effects for brands and ack...
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| Other Authors: | , , |
| Format: | article |
| Language: | eng |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10071/20135 |
| Country: | Portugal |
| Oai: | oai:repositorio.iscte-iul.pt:10071/20135 |