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Keywords: Brand fan page
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Journal Articles
Investigating the brand evangelism effect of community fans on social networking sites: Perspectives on value congruity
Available to Purchase
Journal:
Online Information Review
Online Information Review (2019) 43 (5): 842–866.
Published: 22 November 2018
... of brand-evangelism-related behavioral decisions of enterprises on virtual community members. Design/methodology/approach This study targeted community members who had purchased a specific cosmetic brand’s products and had been members of an official brand fan page for at least one year. Using a survey...
