...Li-Chun Hsu Purpose Currently, many firms have established brand fan pages on various social network sites. The purpose of this paper is to extend the conventional trust theory, which involves only perspective of trust. Design/methodology/approach This study targeted community members who have...

... be contacted at: lchsu@mail.dyu.edu.tw © Emerald Group Publishing Limited 2015 Social identity theory Brand fan page Brand passion Community citizenship behaviour Perceived community-brand similarity Contemporary marketing literature focussed on social media platforms, which used...