... (i.e. brand community identification and brand community commitment). Research limitations/implications To enhance the external validity of this research, future studies could investigate other settings (e.g. social media-based brand communities and brands of other product types) in countries...

... – can serve as sub-dimensions of perceived fit between a consumer, brand and cause of a cause-related marketing campaign on social media. Importantly, these perceived fit sub-dimensions positively influence community identification and, therefore, influence consumer citizenship behaviors. Practical...