...Chul-Jae Choi; Jialei Xu; Dae-Gyu Min Purpose This study aims to confirm the causal relationship between emotional brand attachment, brand love, and brand commitment, and then explain how these variables affect active engagement. In addition, it is to confirm the effect of brand prestige, brand...

...Shampy Kamboj Purpose The purpose of this paper is to investigate how various gratifications obtained in the social media context affect customer participation, and its sequential effect on brand trust, brand commitment and word of mouth (WOM) in social media brand communities. Design...