Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions
In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt the...
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| Other Authors: | , , |
| Format: | article |
| Language: | eng |
| Published: |
2016
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10174/18681 |
| Country: | Portugal |
| Oai: | oai:dspace.uevora.pt:10174/18681 |