...Saeed Arablooye Moghaddam; Mohammad Rahim Esfidani Purpose This paper investigates the impact of consumer relationships with brand communities on behavioral interactions on Instagram. The objective is to identify different types and stages of relationships between consumers and brand communities...

...Hoa Thi Hoang; Feng Wang; Quang Van Ngo; Man Chen Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment...